'■-:::' 




Class __Q_t4i-4./ 

Book._i3^M 



COFXRIGHT DEPOSIT. 



BANK ADVERTISING 
EXPERIENCE 



Practical Ideas for Financial 
Publicity as used by hundreds 
of banks and trust companies in 
the United States and Canada 



By T. D. MACGREGOR 

Author of "Pushing Your Business," "2,000 
Points for Financial Advertising," "Bank 
Advertising Plans," "The New Business 
Department," and "The Book of Thrift" 



DETROIT 

THE BURROUGHS CLEARING HOUSE 

1919 




JftwV 



Copyright 1919 
The Burroughs Adding Machine Co., Detroit. Mich, 



NOV 21 1919 



©CI.A5tfG6U6 



Table of Contents 



I. Helping Your Bank to Grow — Service and 

Advertising Equally Important 13 






II. Starting the Campaign— Plan the Work and 

Then Work the Plan ___ __ 33 

III. Patriotic Bank Advertising — Banks Co-oper- 

ating with the Government ..-. 55 

IV. The Banker and the Farmer — Banks Helping 

to Increase Production 119 

V. Advertising Criticism — Some Examples, Hor- 

rible and Otherwise 149 

VI. Clothing the Bank Advertisement — A Few 

Points on Typography 201 

VII. The Illustration of Advertisements— Examples 

of the Appropriate Use of Pictures 225 

VIII. Emblems and Slogans — Condensed Advertise- 

ments 245 

IX. Advertising Letters and Suggestions for Fol- 

low-up Efforts 261 

X. Co-operative Bank Advertising — A Look into 

theFuture 281 

X I . Trade Acceptance Advertising — Suggestive Par- 

agraphs for Pushing the Better Credit Method 301 

XII. Bank Window Advertising — Clever Displays 

Will Attract Attention and Bring Business __ 313 

XIII. A Round-up of Good Bank Advertising Ideas 323 



Introduction 

©ANKERS quite generally seem to be realizing that 
now is the time to make their institutions better 
known and to build up a good will and a reputation which 
will help at that future time when greater efforts may be 
needed to get business. A great responsibility was put 
upon bankers during the war to educate the public in 
financial matters and to co-operate with the Government 
in its unusual financing. Hence the immense amount of 
advertising space that was devoted to the advertising of 
the Liberty Loans and the War Savings campaign. 
Commercial banks which are advertising to hasten the 
general introduction of the trade acceptance are also doing 
a patriotic work, as whatever makes for the more effective 
use of capital now is certainly helping our country. 

Experience and observation are the great teachers in 
most activities of life and bank advertising is no exception. 
For the past decade or more, it has been my privilege to 
be in a position to survey the whole field of financial 
publicity, and, to a certain extent, act as a clearing house 
for bank and trust company advertising ideas. For about 
ten years I conducted a department of bank advertising 
comment and criticism in the Bankers Magazine of 
New York; I have been connected with several advertis- 
ing agencies specializing in financial publicity; and for over 
two years I have been conducting a regular monthly 
department of bank advertising review and suggestion 
in The Burroughs Clearing House, a publication which 
goes to every bank and trust company in the United State? 
and Canada and to many banking institutions abroad. 
My correspondence with banks in regard to their, adver- 
tising problems is extensive and has resulted in a very 
valuable exchange of opinions and experience. 

The text and illustrative matter contained in this 
volume are made up largely of the material which has been 



published in The Burroughs Clearing House in the past 
two years, or which has been used in various addresses 
recently delivered by the author before groups of bankers 
and advertising men. 

Considerable space is devoted to what might be called 
patriotic bank advertising. Even with the war at an 
end, the bankers of this country will continue to 
devote much of their advertising efforts and their adver- 
tising appropriations to the work of helping the Govern= 
ment finance our share of the war and in the work of re- 
construction. That being the case, it is quite evident that 
the assembling and reproduction of some of the advertis- 
ing which was done along this line will prove of 
general interest and benefit to the whole banking fra- 
ternity, and it is a matter of gratification to the author to 
be instrumental in the preservation of these war-time 
advertisements and advertising ideas as a matter of record, 
and also because they contain much of value for bank 
advertising in times of peace. 

No attempt has been made in this book to go very 
deeply into the fundamental principles of advertising. 
That has been done to a greater extent in some of the 
author's other works. The main purpose of the work is 
to preserve some excellent ideas, which banks have 
recently used in their advertising, and by timely comment 
and criticism to point out some things which may prove 
of material assistance to those who are engaged in the 
work of getting new business and developing the present 
business of financial institutions by means of printers' ink. 



T. D. MacGregor. 



Edwin Bird Wilson, Inc., 

68 William Street, New York 

August 25, 1919. 



Helping Your Bank To Gro 

Service and Advertising 
Equally Important 



W 



11 



CHAPTER I. 

HELPING YOUR BANK TO GROW- 

SERVICE AND ADVERTISING 

EQUALLY IMPORTANT 

HOW do we help anything to grow? Is it not by 
planting it well and by watching over it with care, 
giving it good soil and sufficient moisture, light and air? 

It is no different with a bank. 

For a bank to enjoy a healthy growth it ought to begin 
as a sturdy youngster. You know they say that one of the 
first steps toward being a strong individual is to choose 
your parents well. So a bank when it starts out should 
have a backing of men and money sufficiently strong to 
enable it to pass successfully through the trying times of 
infancy. 

It must be planted where there is room for it to grow. 
That is, it should not be crowded in where the field is 
already thoroughly occupied or where the population is 
too sparse to support it. 

So much for the soil. The moisture, I suppose, is the 
sweat of the brow of the hard-working officers. The light 
is the light of publicity, and the air is the atmosphere of 
genuine courtesy and helpfulness that should radiate about 
the place. 

Only live things grow; so at the very beginning we must 
assume that your bank is a live one or it cannot be helped 
to grow. 

13 



BANK ADVERTISING EXPERIENCE 

Advertising Alone Not Enougn 

Mere advertising in the ordinary sense of the term is 
not in itself all sufficient to make a bank grow. Back of 
the advertising there must be the ability and the willing- 
ness to serve customers, a realization that the interests of 
a bank and those of its depositors are truly mutual — 
what helps the one is sure to benefit the other, and what 
is detrimental to one cannot but injure the other. 

The Good Book admonishes us, "Let him that is greatest 
among you be your servant." But it is not just that kind 
of altruism or "otherism" that appears to animate the 
modern banking institution. It is rather a selfish unself- 
ishness, if such an expression can be used. I don't mean 
to say that a bank never offers service without hope of 
reward or that it never takes part in any great movement 
from purely unselfish and patriotic motives. On the con- 
trary, I know, as you undoubtedly do, of many instances 
quite the opposite, such as banks which continued to pay 
the salaries of their employees while they were absent 
in the military service of the United States. 

Public Service and Private Gam 

But the point that I am trying to make is simply that 
in being a public servant the bank is best serving its own 
interests. To give a concrete illustration, consider the 
late James J. Hill, the Great Northern Railway and the 
First National Bank of St. Paul. 

In the grounds of Mr. Hill's fine residence in St. Paul, 
where most millionaires would have had Italian gardens 
and spouting ornamental fountains, there was built a 
large and not ornate greenhouse. 

This conservatory the great "Empire Builder" used for 
experiments with different kinds of grains for the purpose 

14 



HELPING YOUR' BANK TO GROW 

of choosing the best for the use of the farmers in the 
territory of the Great Northern Railway. 

Mr. Hill also did a great deal along the line of developing 
the best kind of cattle for both beef and dairy purposes. 
At his country place he had a herd of imported cattle 
which was his joy and pride. 

The results of his experiments in these directions Mr. 
Hill made public for the benefit of the farmers in his 
territory, and it goes without saying that they took advan- 
tage of it. 

Bank Publications 

The banks and trust companies of the country through 
the great mass of timely, and, oftentimes, scholarly 
matter they put forth in their various publications are 
really an important factor in the economic, patriotic and 
financial education of our people. This applies to both 
large and small institutions, but, of course, is more nota- 
ble in the case of the larger ones. 

For example, the speeches and articles of Lewis E. 
Pierson, Chairman of the Board, Irving National Bank 
of New York, on trade acceptances; those of Frank H. 
Sisson, Vice-President of the Guaranty Trust Company 
of New York, on foreign trade, and those of George M. 
Reynolds, President of the Continental and Commercial 
Banks of Chicago on various banking topics, probably 
do as much general good as they perform particular service 
for the institutions with which their author's names are 
associated. 

Consider this list of publications of current interest 
put out by the Guaranty Trust Company of New York 
during the war: 

"The Awakening of a Great Nation;" "Facing our 
War Finance Problem;" "Banking Institutions to Finance 

15 



BANK ADVERTISING EXPERIENCE 

our Future Abroad ;" 'The Promise of our Vision;" "Cost 
and Gain of Four Years' War;" "Factors That Cause 
High Prices;" "Commercial Credits Through Acceptances;" 
"Taking Stock of the Future;" "Organizing for the Vic- 
tories of Peace" (Great Britain); "The Inspiration of 
Adversity" (France); "Breaking Ties that were Fetters" 
(Italy and Spain) ; "Mariners and Merchants of the North" 
(Norway and Sweden); "A Record that is a Promise" 
(Canada); "The Advantage of Opportunity" (Japan); 
"The Awakening of a Continent" (Australia); "Planning 
Economic Supremacy" (Germany); "The Life Blood of 
Industry" (Germany); "Financial and Business Condi- 
tions in the United States;" "Investment Recommenda- 
tions;" "How to Figure Interest Returns on Securities;" 
"Acceptances;" "Amortization;" "Safekeeping of Se- 
curities;" "Trading with the Enemy;" "Federal Capital 
Stock Tax;" "The War Tax Law;" "War Excess Profits 
Tax Law;" "Combination in Export Trade Under the 
Webb Law;" "War Finance Corporation Act;" "The 
Federal Control of Railroads;" "Digest of the Bills of 
Lading Act, in Force January 1, 1917;" "United States 
Shipping Act;" "Federal Estate Tax Law and Regula- 
tions" (United States Inheritance Tax); "Income Tax 
Law of the United States Affecting Non-Resident Aliens;" 
"Income Tax Record Book;" "Digest of the Federal 
Reserve Act;" "Guaranty Trust Company of New York; 
Reasons for Entering the Federal Reserve System;" 
"New York State Franchise Tax Law;" "Investment 
Tax Law and Mortgage Tax Law of the State of New 
York;" "Bonds Exempt or Exemptible;" "Banking Service 
for Foreign Trade;" "War-Time Service 'Over There';" 
"From Dollars to Francs;" "Capital Issues Committee 
Rules and Regulations;" "Federal Tax on Undistributed 

16 



HELPING YOUR BANK TO GROW 

Net Income of Corporations;" 'Trance and America;" 
"Cuba — Its Commercial and Industrial Possibilities." 

The Reason for Advertising 

An officer of a large bank, replying recently to another 
banker who asked reasons for the institution's growth, 
attributed the increase in business to the following factors : 

1. Natural increase in balances due to the expansion 
in the general business of the country. 

2. The securing of new accounts in large numbers 
because of (a) the character and personality of the organ- 
ization, (b) its reputation as a live, up-to-date, progressive, 
safe and sound institution, and (c) the constructive char- 
acter of its advertising and "New Business" work. 

To realize the importance of a bank's advertising, think 
of one of the best accounts now on your books, that of a 
very successful business man. His account would be a 
hard one for any other bank to take away from you or for 
you to take away from any other bank. Ten years ago 
this man was not so rich nor so successful as he is today, 
but he was coming along strong. Twenty years ago he 
had just gotten a fair start and was learning by practical 
experience the value of a good banking connection. 
Twenty-five years ago he was a mere beginner and some- 
body, probably an officer of your bank, was helping him 
to get the right start. Of course, a quarter of a century 
ago was the stone age of bank advertising, but this man 
was influenced in some way to cast in his lot with your 
institution and he has stayed there ever since. Now, it 
is the mission of your present-day advertising to catch 
these future captains of industry and shining lights of the 
business world when they are young, and it may not be 
necessary to wait a quarter of a century for the full 

17 



BANK ADVERTISING EXPERIENCE 

fruition of your hopes and prayers in the form of an 
account upon which your competing banks will look with 
envious eyes. 

Planning tne Advertising 

When a bank decides to conduct a campaign of advertis- 
ing, the first thing needful is to get its board of directors 
to set aside enough money as an advertising appropria- 
tion. The exact amount necessary cannot be definitely 
fixed in advance, but a maximum figure can be set, and 
usually is. 

The next thing is to decide how the advertising is to be 
handled. Naturally, it comes under the general super- 
vision of an officer of the institution, but in the great 
majority of cases, an executive officer does not have the 
time, even if he has the special ability and training, to 
take care of the details of advertising work. Hence the 
logical thing is to have an advertising manager or agent — 
in some cases both of them. This is an age of specializa- 
tion and in no field is there greater need for it than in 
bank advertising. 

After the manager or agent has been chosen, the plan 
must be laid out and approved. Then space contracts 
must be made with the newspapers, banking journals, 
street cars, etc. Last, but not least, comes the prepara- 
tion of copy for the newspaper advertisements, booklets, 
car cards, form letters and other mediums of advertising. 
The term "copy" covers the illustration as well as reading 
matter of the advertisements, and one of the most impor- 
tant features of illustration is the emblem or trade- mark 
which helps to give individuality to the advertising. A 
distinctive signature cut is also greatly to be desired. 

There are so many things to be considered in connection 

18 



HELPING YOUR BANK TO GROW 

with the subject of copy that in this space it is possible to 
give only a brief outline of some of the points to be remem- 
bered. 

Bank advertising copy, especially in its headings, should 
be humanly interesting in order to attract attention. 
Full many a rose in the advertising field is born to blush 
unseen because not properly displayed, and unread 
because not interesting enough to hold the attention of 
readers. 

The copy should be truly representative of the institu- 
tion. Therefore it will be true, cordial, dignified, impres- 
sive, and reflect any other qualities the bank may have. 
Simple language should be used so that he who runs may 
read and he who reads may understand. Logical argu- 
ments should be employed so that the reader may be 
convinced and act accordingly. 

Typographically, bank advertising should always be 
characterized by simplicity and strength. There should 
be nothing freakish or over-emphasized about the size, 
style, and arrangement of the type used. 

Cultivating Depositors 

A certain national bank in a small southern city has 
deposits of nearly $9,000,000. The reason given for the 
remarkable success of the institution is the fact that its 
officers have made it a point to cultivate the personal 
acquaintance of all its depositors. Most of the officers 
have desks separated from the public lobby by only a low 
railing in which there are several convenient openings, so 
that the officers can quickly pass out into the lobby to 
greet depositors as the occasion arises. The result of 
this policy is that the bank is very popular in its com- 
munity—a popularity which is reflected in its large 

19 



BANK ADVERTISING EXPERIENCE 

deposits and big volume of business. During one year, 
the total resources of that bank increased from $7,617,328 
to $10,353,852, and the deposits from $6,037,045 to 
$8,800,884. Of course, it would be impossible for very 
large banks to carry out this idea as far as their officers 
are concerned. Even with many officers, it would not 
be feasible for them to make the personal acquaintance 
of each one of thousands of depositors. 

Courtesy 

Courtesy toward customers, visitors and the public 
generally ought to be the invariable rule in any bank. 
It should be sincere and spontaneous. At the same time, 
it is realized that courtesy is an advertising asset. So 
part of the advertising appropriation might well go to 
pay for the entertainment of out-of-town bankers and 
other depositors, actual and prospective. 

Every bank receives letters and visitors from other 
banks seeking information concerning its forms and meth- 
ods. Such correspondence and personal inquiries should 
always be welcomed and every facility placed at the 
disposal of visitors who are worthy of such consideration. 
An interchange of ideas is often helpful. 

One of the pleasant and profitable features of the work 
of a large bank is showing visitors through the building. 
Very frequently a depositor will tell one of the officers 
he would like to be shown the inside workings of the bank; 
perhaps he has brought a friend with him, who also is 
anxious to see what goes on behind the scenes. Just as 
often out-of-town bankers come in with the same object 
in mind. Particular pains should be taken to make the 
exposition as thorough and interesting as possible, be- 
cause this is the source of much very valuable word-of- 

20 



HELPING YOUR BANK TO GROW 

mouth advertising which these visitors will do for the 
institution when they get back home. 

New Business Department 

While it would be inexpedient, if not physically impos- 
sible, for the officers of a large city bank to cultivate all 
of their thousands of depositors in a personal and indi- 
vidual manner, it is important that the cultivation 
be carried on in some way. Hence the department 
of publicity and new business, which undertakes large 
scale or wholesale friendship making for the bank by 
means of card files, form letters and printed matter, as 
supplementary to whatever personal work it is possible 
to do. 

Upon the department of publicity and new business of 
a bank not only rests the responsibility of reflecting the 
spirit and policy of the institution, but to it also falls the 
duty of looking after the intensive cultivation of its 
depositors and customers. In these days of system in 
business, even the impressing of a bank's personality upon 
its community is not left to chance. The so-called new 
business department has stepped in to systematize 
and to take advantage of every legitimate opportunity 
for pushing the business of the institution by means 
of the personal efforts of an organized force of trained 
workers. In my book, The New Business Department, 
I state the primary purpose of such a department 
to be "to maintain and promote the growth and prestige 
of the bank by every approved method, and to assist 
in keeping up the esprit de corps, loyalty and efficiency of 
its working force, so that customers and the public may 
be better served and the good will of the institution 
steadily increased." 

21 



BANK ADVERTISING EXPERIENCE 

Banks that have a publicity department often also 
have a publicity committee of officers, and the advertise- 
ments which finally appear are frequently the result of 
many conferences. There is much to be said in favor 
of "conference copy," and something to be said against 
it. Its tendency is towards good ideas at the expense 
of forceful and distinctive style. Often in the multitude 
of counselors there is safety, but sometimes it is a case of 
the mountain laboring to bring forth only a mouse. 

The Advertising Appropriation 

Assuming that your bank has a definite advertising 
appropriation or that it is considering the advisability 
of adding that item to its annual budget, the next question 
is: How shall that sum be divided? 

In general, there are four main divisions of bank 
advertising expenditure: (1) space, (2) copy, (3) printing, 
and (4) miscellaneous schemes. 

In practically every community space in the local news- 
paper is the most valuable advertising medium for a 
bank. Practically everybody reads the newspaper and 
all will read the bank advertisements therein if they are 
well written, and well displayed. The newspaper should 
be the backbone of every bank advertising campaign. 
Other mediums are supplementary and complementary 
to it. 

But whatever medium is used, the matter of "copy," 
that is, the subject-matter used in the space, is all impor- 
tant. Whenever I see a bank advertisement occupying 
expensive space with poor copy, I am reminded of the 
man who bought a fifty-dollar frame for a fifty-cent 
chromo. It might a good deal better be the other way 

22 



HELPING YOUR BANK TO GROW 

round, for the copy is the life of an advertisement, the 
thing that gives it strength and result-getting effectiveness. 

Advertising "Copy 

So I recommend that bankers spend good money for 
copy. With rare exceptions, the banker himself is not a 
good writer of advertisements, and as a rule. he is too 
busy to prepare his own advertising matter effectively. 
It is not necessary to do so. There are quite a number of 
expert organizations making a specialty of the prepara- 
tion of advertising matter for banks. 

You are just as sensible to employ them as you are to 
engage a physician, a lawyer or an architect when you 
stand in need of the special services rendered by those 
men. I believe that most ready-to-use or specially- 
prepared bank advertising matter from these sources is 
better than the average bank president or cashier can 
prepare in the limited time at his disposal for such a pur- 
pose. In any event, such matter will provide you with 
a good basis from which to work, and the material can 
easily be adapted to the individual requirements of any 
bank using it. 

Reflex Influence or Advertising 

Entirely aside from the direct results of the advertising 
a bank does, if the advertisements are well constructed 
and attractively presented that very fact has a beneficial 
reflex influence upon the advertising institution. People 
notice the up-to-date advertising methods of a bank or 
trust company, and they reach the justifiable conclusion, 
subconsciously perhaps, that it is a progressive institution 
and one that would be satisfactory and profitable to do 



BANK ADVERTISING EXPERIENCE 

business with whenever the occasion arises. There is 
also something to be said in favor of the general publicity 
of bank advertising. That is, even if in a whole series 
of advertisements there is no special point that appeals 
to a certain class of possible customers, the advertising 
serves to fix the name and location of the bank in the minds 
of even casual readers so that when the time does come 
when they need banking service they know where they 
can get it. 

Actual Instances or Service 

A source of good advertising copy material which 
is too often overlooked by banks and trust companies 
is to be found in actual instances of service rendered to 
the special advantage of the customer, or of loss or mis- 
fortune due to not using the service offered. Of course, 
it would be only in rare cases that the name of the cus- 
tomer could be used, but anonymity need not weaken the 
illustration if it bears the earmarks of being a truthful 
statement of facts. 

To illustrate what I mean by "concrete instances," 
I am reproducing in the following paragraphs a few such 
as were actually used in their advertising by some prom- 
inent institutions. 

The Security Trust Company, of Detroit, issued a 
booklet entitled "What Might Happen to Your Estate, 
and the Safeguard." Here are a few of the actual cases 
it contained: 

"A prominent business man died and upon filing his will 
for probate it was found that he had named a personal 
friend as executor. 

"This friend, who represented large business interests, 
had no experience in the administration of estates. His 

24 



HELPING YOUR BANK TO GROW 

business required his entire time so that he was unable to 
familiarize himself with the legal requirements and the 
many details involved in the settlement of the estate, and 
he naturally felt that his appointment as executor imposed 
responsibility which, in justice both to himself and his 
estate, he could not conscientiously assume. He there- 
fore resigned and the probate court appointed the trust 
company to take his place. 



"An elderly lady placed her life's earnings in charge of 
a friend for investment. The money was held by him 
for a number of years, during which time he paid her 




A Young Man Who Has 
$4000 in this Bank 

A few years ago a hard-working lad of 19 
came into our bank and said: "I am going to 
open a savings account. If I carry my money 
around with me, I will spend it." He began 
with $5 a month and gradually increased his 
deposits until for some time past he has been 
adding $10 a week to his account. He now 
has $4000 to his credit. 

Have you that much ready money in the bank? 
Are you saving regularly? 

Many a big, successful business started on the 
capital of a savings account. 




"I'm going to place 
$50,000 in trust" 

That was one of the wisest resolves this man 
ever made, because he lost all the rest of his 
money and is now living on the income of the 
trust which he established with this Company 
as trustee. You can make a trust now, while 
you have money, which will protect your 
family and yourself against possible future' 
adversity. Let us explain. 







Concrete instances 

25 



BANK ADVERTISING EXPERIENCE 

interest on the money. He suddenly died, and in set- 
tling his affairs it was discovered that the lady's money 
had been so closely intermingled with his own that it 
was necessary to resort to legal proceedings in order to 
prove and recover for the old lady the original amount 
of the money placed with her friend for investment. 

"Here is a case where the individual was honest and 
undoubtedly conscientious, but his bookkeeping methods 
were entirely wrong and unnecessary expense and trouble 
resulted. 

"If the Security Trust Company had been named 
trustee of the lady's money it would have been 
kept separate from all other funds and there would have 
been no necessity for expensive litigation to recover her 
money. She would have received her income when she 
wanted it and her entire funds would have been returned 
to her promptly upon her request or disposed of in accord- 
ance with the terms of her will." 



In a series of newspaper advertisements the Bankers 
Trust Company, of New York, published a number of 
true incidents like these: 

"A Young Girl's Financial Future Made Secure 
"A certain man has a young step-daughter who has 
lived with him from her babyhood, and in whom his 
affections are centered since he has no children or near 
relatives. 

"In settling the small estate of the girl's mother at her 
death not long ago, the man was shocked to realize that 
in the event of his death the carefully reared girl would 
be almost penniless, since he had never legally adopted her, 
and had not made a will providing for her maintenance. 

26 



HELPING. YOUR BANK TO GROW 

His property would go by law to relatives of whom he 
knew little. 

"He then lost no time in creating a trust fund with 
this company that would give her an ample income 
throughout her life, making the trust so that it cannot be 
altered even by the girl herself or by her husband, should 
she marry. 

"Our Policy Saved a Life Income for the Widow 
"Some years ago this company was appointed trustee 
of an estate, more than half of which consisted of a cash 
balance deposited with a mercantile corporation at an 
attractive rate of interest. The corporation bore an 
excellent reputation and the heirs were strongly in favor 
of leaving the money there. 

"It is our fixed policy, however, to keep funds of 
clients with approved banking depositaries only, so this 
money was withdrawn from the mercantile corporation. 
Two weeks later it failed. The prompt carrying out of 
our established safe policy prevented a disastrous loss to 
the estate. The money was promptly invested in approved 
securities and the income assures the widow a comfortable 
maintenance during her entire life. 

"How a Well-Known Financier Provided for Two 
Children's Education 
"One of this country's prominent bankers has placed 
funds in trust with this company to provide for educating 
through preparatory school and college the two small 
children of one of his relatives. The mention of this 
man's name would bring a smile at the thought of his 
anticipating the day when he might not be able to provide 
amply for these children's education. But the same 
wisdom that has directed his successful career has deter- 

27 



BANK ADVERTISING EXPERIENCE 

mined that making a trust with this company as trustee 
is the surest way to provide for the children's future." 
But it is not trust companies only that can use this 
method. The Central National Bank, of Oakland, CaL, 
used the following incidents as newspaper advertisements : 

"Two Business Men at the Front 
"In July of 1914, two partners were conducting a 
highly specialized and technical business in Oakland. 
In August, war was declared. One partner — of British 
birth — enlisted, leaving the business in the hands of the 
other partner — a young man of thirty. When the United 
States entered the war and the draft numbers were drawn, 
this man was among those chosen to fight for his country. 
"With both men fighting, this bank has undertaken 
the finding of a manager for the business to direct its 
destinies until the men return. This is another example 
of the 'business-building' service rendered by this bank. 

' 'Financing Overseas Trade 
"An Oakland manufacturer was anxious to extend 
his business into foreign markets. But as orders increased 
in number and size, he found it impossible to adequately 
finance his shipments. It was often months before funds 
were returned to him. He put his problem up to this 
bank and was told of a plan whereby he could secure 
money on orders practically as soon as shipped. The 
solving of this problem of export financing has opened a 
new, broad and profitable market. 

"Two Roads and a Market 
"The changing fortunes of war opened a new market 
which promised unusual profits for one Oakland manu- 
facturer. To supply this new market required a complete 
change of manufacturing and financial policy. To follow 

28 



HELPING YOUR BANK TO GROW 

along the old road, or to burn all bridges and take the 
possible short cut, was the problem requiring a solution. 
This bank is glad to have helped in solving the problem— 
and its services are offered you when you reach a fork in 
the road." 

A Duty Owed To Clients 

A new slant on bank advertising is contained in the 
view expressed privately by the president of a large trust 
company in Boston to the effect that inasmuch as his 
company holds many millions of dollars worth of personal 
trust funds it is really a duty owed to clients to let them 
know, through advertising, just how the business is 
handled. 

Time and time again, I have noticed that when one 
bank in a community begins to do some real modern 
advertising, other banks there ''perk up" wonderfully, and 
the result is that the level of all bank advertising locally 
is raised, with consequent good results to all concerned. 

A salesman for a bank advertising concern reported that 
his sale of a certain booklet to a Vermont bank resulted 
in a complete reversal of the bank's policy in regard 
to the treatment of small accounts. Formerly it 
had discouraged small accounts, considering them 
unprofitable. Now, while still aware that, for the time 
being, such accounts are often carried by the bank at a 
distinct loss, this advertiser realizes that "great oaks from 
little acorns grow," and is bent on developing its present 
customers by giving them a service that will help them 
grow, in the belief that the returns will warrant the 
effort. 



29 



Starting The Campaign 

Plan the \Vork ana Then 
Work tne Plan 



31 



CHAPTER II. 

STARTING THE CAMPAIGN-PLAN THE 
WORK AND THEN WORK THE PLAN 

CHE only proper way to advertise a bank is to plan 
for a complete campaign and see that all parts of it 
harmonize with the central idea. It takes some techni- 
cal ability and experience to carry this out successfully. 



Growth la the 
result of giving 
satisfaction. 

*e started 26" 
years ago with 
one depositor. 
Now we have more 
than 50,000. We 
shall have more. 

This is a bank of 
good service) 
that makes good 
friends, and 
good business* 

Garfield 

■Savings Bank 



NUMBER FITS 

Saving isn't 
work for Oar- 
field depoeit- 



If John forgets 
to take the 
coin bank and 
the pass-book 
when he goes to 
work, Mary slips 
over to the 
nearest branoh 
while shopping. 



Garfield 

Savings Bank 




NUMBER FOUR 



Can this happen 
in your hone? 

Prevent its pos- 
sibility by open* 
lng a savings ao- 
count at the 
nearest Garfield 
bank and renting 
one of our Safe 
Deposit Boxee. 

Garfield 

Savings Bank 



NUMBER SIX 

Saturday ljs a 
busy day. Noon 
oomes so quick- 
ly that the dai- 
ly bank deposit 
oan easily be 
overlooked. 

But "I forgot* 
is good for six 
hours onlyl 



The six Gar- 
field banks ar< 
open Saturday 
evenings. 

Garfield 

Savings Bank 



BANK ADVERTISING EXPERIENCE 



How it is being done by the Garfield Savings Bank, of 
Cleveland, 0., is explained by the specimens reproduced 
herewith (Figures 1, 2, 3 and 4) and by a few comments by 
0. G. Draper of The Lees Company, who sent them to me. 
Mr. Draper wrote: 

"This represents the first six weeks in the development 
of this advertising. 

"The six blotters are from electrotypes of the first 

six newspaper 
advertisements, 
and are distrib- 
uted on the 
counters and 
through the 
tellers in the six 
banking houses. 
"The trade- 
mark is used 
either with or 
without the Ben 
Day, the latter 
use being seen 
in the decora- 
tions between 
paragraphs on 
page one of the 
'Bank Notes/ 

Fig. 2. Cover page of "Bank Notes" "TVlp fir«:f ic: 

sue of 'Bank Notes' had an imprint of 30,000, some 
25,000 being distributed throughout the territory served 
by the five branches. 

"The statement folders were printed in five colors to 
assist the tellers in distinguishing the five reports made 




34 



STARTING THE CAMPAIGN 

during the year. Future reports of conditions both in 
newspaper copy and in the folders, will follow the style of 
that in the imprinted folder." 

Because of the age of the institution and Baltimore's 
interesting history, it was quite a logical thing for the 
National Union Bank of Maryland to choose an historical 
background for its newspaper advertising campaign (Fig. 
5). Noteworthy features are Baltimore's famous Wash- 
ington's monu- 
ment adopted as 
an emblem, and 
the slogan "In 
the National 
Union There is 
Strength." 

In each of 
these three 
cases, the whole 
series of adver- 
tisements was 
pretty well 
thought out in 
advance. The 
appeal is again 
strengthened by 
the distinctive 
style of typo- 
graphy and il- 
lustration which has been adopted. Difference in size 
and shape, as well as the frequently changed text matter 
of -the advertisements, provides the variety necessary to 
attract attention and maintain interest. Inasmuch as all 





Garfield 




Bank Notes 


JUL 


VOL. I September 191B NO. 1 


Do your Christmae shopping 


^yvlt^ 


now. Uncle Sara has made these 


VvJj^f Six Banklrg Hous*s\^.« 


requests: 


1. Send all gift packages 


before December 5. 


BRANCHES 


2. Carry your own Christ- 




maB parcele. ■ 


Main- Euclid i S.£ 




Olonvllle-St. Olair t, E.105 
Oordon-Et. Clair k E.79 


3. Buy only useful gifts. 


Havden-St. Olair J> B.IJfl 




lakevleu-Euelid & E.I 18 


There is no more useful s^-ft 


Superior-Superior i E.10? 


than a Garfield. Savings Ac- 


SERVIOES 


count. Start one today, add 




to it regularly, and hang it 


Savings Aeoounts 


on the Christmas tree. 


Obeokiog Aeoounts 




Trade Aoeeptanoes 
Sank Acceptances 


It io the one gift that is 


Banking by Mail 


appropriate for all ages. 


Collections 

Safe Deposit Boxes 

Silver Storage 


(A 


Fur Storage 


Is your name on the list of 


BARKIHO HOURS 


Garfield Liberty Bond Buyers 




in our windows! Wore than 


9 A.M.-- J P.M. 


13,000 bought through uo in . 


Saturdays 


the Third Loan, and this nun- 


9A.M. 12M.t 6F.U. 8P.M. 


bor is fact being exceodod. 




Remember, if you have a Gar- 




field Savings Account, ve 




safeguard your Liborty Bonds 




A 



Fig. 3. Cover page of "Bank Notes' 



35 



BANK ADVERTISING. EXPERIENCE 



advertisements are plated, they always appear in exactly 
the same form in whatever newspaper they are used. 

Bank Editorials 

Frank W. Shultz, president of the Commercial Bank 
& Trust Company, Wenatchee, Wash., wrote: 

"We will send you from time to time marked copies 
of the Wenatchee Daily World and we invite your atten- 
tion to a series of advertisements of an editorial nature, 
which we are publishing in the paper. 

"These advertisements 
cover a wide range of 
subjects, such as: 'Some 
misconception about 
banks, banking and 
bankers;' 'What a bank 
can do for you and what 
you can do for the bank;' 
'Uncle Sam takes no 
chances;' Tried, tested 
and proven;' 'An ounce 
of prevention;' 'What it 
would mean if you could 
not pay your bills by 
check;' 'What the Daily 
World can do for North 
Central Washington;' 
'How a bank can help 
depositors that have 
money to invest;' 'The 
man who borrows money 
— Why? ;"Does the State 
J guarantee fund really 
make my deposits 




Fig. 4. Statement folder cover 



36 



STARTING THE CAMPAIGN 



The 
Historical Motif 




Every American has made 
a new declaration 

EVERY loyal American has reaffirmed his al- 
legiance to the United States and has declared 
that "the world must be made safe for democracy." 
Every American intends to buy Liberty Bonds to 
his fullest limit and then to buy more. 
The National Union Bank I founded in the first 
term of Jefferson, third President of the United 
States and- Author of the Declaration of Indepen- 
dence) stands ready to buy Liberty Bonds and to 
assist the citizens of Baltimore in buying them. 




Who can remember 
its beginning? 

WHO can remember the laying of the 
corner stone of the Washington Monu- 
ment in Baltimore, July •», 1815? Yet at that 
lime the National Union Bank had been in 
existence eleven years. From the bank's es- 
tablishment in 1804 until now it has continuous- 
ly and faithfully served the people of this City 
and State In the National Union there is 
strength. 

NATIONAL 

UNION 
BANK 

01 Maryland 

Fayette near Charles 




When Baltimore was 
seven years old 

THE city of Baltimore was incorporated in 
1797. It was therefore only seven years 
old when the Union Bank of Maryland was 
organized and chartered in 1804. 
Baltimore has known us since infancy and we 
can remember when the city was a mere 
child. We are still carrying out our original 
purpose of supp!\ in# sale, convenient banking 
service to Baltimore. 

NATIONAL * 

UNION 
BANK 

01 Maryland 



NATIONAL 

UNION 
BANK 

01 Maryland 

Fayette near Charles 





They knew the 
Father ot his Country 

THE founders of the Union Bank of Mary- 
land were contemporaries o( George 
Washington, First President of these United 
States. In fact the bank was organized only 
five years after the passing of Washington. 
Its history therefore covers almost the span of 
the Nation's history. It still stands on guard 
over the banking business of thousands of 
Baltimore citizens and < 



NATIONAL 

UNION 
BANK 

01 Maryland 

Fayette near Charles 



Fig. 5 



37 



BANK ADVERTISING EXPERIENCE 



secure?;' 'Wenatchee/ the Gateway to an Empire;' 'State 
guarantee of bank deposits — How it came about and what 
it means;' 'Constructive banking.' 

"All are related to banking and the relation of the bank 
to community development. These advertisements will 
appear in the paper every other day and on the odd days 
we plan to run a number of small 2-inch single column 
ads. set solid and scattered through the paper. We 
believe this is a little different form of advertising from 



STARTING 



T H E 



C A M P A I G N 



that commonly used by banks and we should be pleased 
to have an expression from you in regard to it." 

There is good stuff in all of the ads., arranged in too 
long paragraphs in some cases perhaps, and one cannot 
help wishing that it was a more robustious figure repre- 
senting the great State of Washington. However, these 
typographical and artistic details can well be overlooked 
in view of the excellence of the idea and the matter. 

In regard to 
the advertise- 
ments of the 
National Bank 
of the Republic 
of Salt Lake 
City (Fig. 6) 
the L. S. Gill- 
ham Company 
wrote me as 
follows : 

"Attached 
hereto, you will 
find several 
clippings of the 
line of copy we 
have developed 
and used lately 
for the Na- 
tional Bank of 
the Republic, 
which so far as 
the writer is 
aware, is some- 
thing of a 




BANK ADVERTISING EXPERIENCE 

radical departure from the appeal usually used in bank 
copy today. 

'The proof of its worth in this case is the fact that this 
copy, supported by bi-monthly letters to a list of business 
men, has produced a great deal of desirable business. 
Please note that we underscore desirable because at first 
glance a good many bank officials might jump at the 
conclusion that the copy we have used would be productive 
of a good deal of undesirable business. 

"The National Bank of the Republic has opened 
accounts on probably 98% of the inquiries developed by 
our spring and summer campaign.' ' 

The group of four advertisements of the First National 
Bank of New Haven, Conn. (Fig. 7), represents another 
bank starting off a new advertising campaign and doing 
it right. Copy, typography, illustration, are all in har- 
mony with the best modern standards and the advertising 
ought to add to the already high prestige of the second 
national bank in the United States. 





55 years of 
continuous service 






First National Bank 

<1 north Str.»U Comr Crown 




First National Bask 

« Church Street, Corner Crown 



Fig. 7. A new campaign beginning right 

40 



STARTING 



THE 



CAMPAIGN 



Another institution endeavoring to secure the best in 
copy, art-work and typography in its advertisements is 
the Union Trust Company, of Springfield, Mass., examples 
of whose new series of advertisements are grouped here- 
with (Fig. 8) for the perusal and study of those interested . 

Some Good Ideas 

I am indebted to Mr. Merrill, publicity manager of The 
Northwestern National Bank, Minneapolis, for a fine 
collection of advertising matter, some of which are repro- 
duced herewith (Fig 9). Concerning this advertising 
.Mr. Merrill said: 

"I am rather pleased with the pay roll envelopes. Our 
pay roll envelopes have been very stupid affairs and the 
change to something different is a relief. The copy on 
the manila envelope, of course, was used with the per- 
mission of our depositors. They use many thousands of 
these in paying off their employees. I have just had a 
reprint made of a series of newspaper advertisements, 
The Strength of the Northwest.' It is what might be 
called a dramatization of our Board of Directors, though 
I do not think the gentlemen realize it. I do not know 



Let us. help you get started 
in making your will 




Union Trust Company 



A >pirit of courtesy permeates 
this institution 



Union Tkust Company 



A' rainy-day "provisk 



— the Voluntary Trust '""'"*' M^ ]' 

Commercial ffif%Z£m 



"■... 



feq 



"'? >" ""' i"" 



Union Trust ^ ., : \ 
Company 'llJ^^^Hfc^ 



Fig. 8. Excellence in copy, illustration and typography. 

41 



BANK ADVERTISING- EXPERIENCE 



whether you review house organs in your 
am sending you The Big Drum. This is 




OUR GRANDFATHERS, hall a century ago. 
used tVic cradle to gamer iheir fields of grain; but more 
rlFicicnt methods were gradually developed, and vast new areas 
were opened to cultivation. Grain became ihc basis of North- 
tor* were built in Minneapolis, the terminal city- 




,1/AY BACK before the Civil War the Govemme 

fV mill at the Fall, of St Anthony ground flour for I 
settlers and soldiers A !r» other small mills w 

ngs purifier, in 1872. and the adoption ol the roller proce 
inneapolis became well started on its road to pre-eminence 
Flour City. 



columns but I 
circulated only 
in our office 
and in the 
office of our 
affiliated 
trust com- 
pany, the 
Minnesota 
Loan and 
Trust 
pany 
get a 
deal 



YQUR_ MINNEAPOLIS REMITTANCE 




Like magic, precisely at eleven 

— young men from Minneapolis banks appear at the clearing house to exch, 
checks. 

. It is a matter ol" special pride in the In-coming Mail department of 
bank to get every possible -check and collection item received in the mor 
mail presented at once lor payment and placed to the credit of depositor.! 

The Northwestern National Bank 



Minneapolis, Minnesota 



Resources $55,000,000 



Com- 
We 

great 
fun 



Fig. 9. Strong copy from the Northwest 

42 



Of 

out of this 
publication. 
I am just 
starting a 
series of 
newspaper 
advertise- 
ments, the 
first of which 
you will find 
with the rest 
that I am 
sending you, 
The Crash 
and Roar of 
the Tripham- 
mer.' It will 
supplement 
the series 



STARTING THE CAMPAIGN 



called The Strength of the Northwest.' The latter 
series treated of the rock bottom industries of Minneapolis 
and its territory, and are of a very conservative nature. 
The new series will be big business ads. just as the 
businesses are at the moment running at full speed 
and on a large scale. I expect to print the phrase 
'Permission to sketch this scene was given by — 'in each 
number of the series. The activities illustrated will be 
some of the biggest and best known in the city. The 
series that I am using in our bank magazines, appealing 
to bankers only, is entitled, 'Your Minneapolis Remit- 
tance'." 

I am glad to reproduce a group of advertisements (Fig. 
10) selected from a series used by the Northern Trust 
Company in Chicago newspapers. Louis A. Bowman, 
manager of the New Business Department, has had the 
full series reprinted in the form of an attractive portfolio, 
These advertisements are in conformity with the best ad- 
vertising principles and practice. 

True to its name, the Enterprise Bank, of Charleston, 
S. C, is enterprising in its advertising. It has a personi- 
fied character, "Miss Four Per Cent," who Phoebe Snows 
her way through a series of newspaper advertisements. 
Here is a sample of her "line of talk" : 

"Miss Four Per Cent Talks About Her Home. 

"So much has been said of late in the press and on the 
streets, in the stores, at card clubs and afternoon teas, 
about the 'Home of Miss Four Per Cent' that I am going 
to be 'improper' enough to talk publicly about my own 
home. Of course, you know its location in the Enterprise 
Bank, corner of Meeting and Market streets. In the first 
place, that is a busy corner and a popular corner. Every- 
body in Charleston passes the Enterprise Bank at least 
once a dav. 

43 



BANK ADVERTISING EXPERIENCE 




Depositors feel at home in 
this Bank 

TTHEY are not dealt with impersonally as depositors 
* merely: they are treated as clients, in whose financial 

problems our officers take a personal interest. 

The experienced financier can make 
specific use of our highly specialized 
departments, and the most inexperienced 
customer can put himself in our hands 
with the assurance that he will be as- 
sisted and advised to the best of our 
ability 

Zfo paid on checking balances, 37/b paid on time accounts. 

The NorthernTrust Gompany-Bank 

M-.-.L r — - r LaSane6 ) Monroe Streets-Chicago 



Northwest Con 

Capita] *2,000.000 Surplus $2,000,000 



A Trustworthy 

Business Associate as 

Executor and Trustee 

-somebody who knows about your fi- 
nancial affairs and the needs of your 
family circle -is a very desirable selec- 
tion if you can feel sure that he will 
serve, that he will survive you and the 
trust; that he will not find the duties 
much heavier and more protracted 
than either you or he anticipated, that 
he has investing ability or ready access 
to it, and that he won't move away or 
become disabled. 



Too many contingencies, are there 
not? It would be safer and no more 
expensive to name this company in 
his stead; or you might appoint it 
co-trustee to act with him. 

The Northern Trust 
Company 




'T'HIS bank is equipped with highly 
1 specialized departments to meet 
every financial or fiduciary need 
which may arise in the lives and 
business of its customers. There is a 
distinct advantage to them in hav- 
ing so complete and varied an organ 
ization at their call. 

2% paid on checking 

balances in excess of a daily 

average of $1000 



THE NOKTHERNTRUST 
GOMPANY-BANK 

CAPITAL and SURPLUS $4,000,C 



The American 
Business Man 

gives himself lavishly to his business. 
It is more than a means of making 
money. It is his life work To be suc- 
cessful is his first ambition. 

But alter success has been won, a 
new motive develops to sustain his ef- 
fort in making money and accumulat- 
ing property. He wants to conserve 
his wealth in an estate which will con- 
tinue unimpaired after death to sup- 
port his dependents and be of service 
to his fellow-men. 

This is the net outcome and final re- 
sult of his business career, to conserve 
which he can turn nowhere as confi- 
dently as to a well organized, experi- 
enced and responsible trust company. 



This company Has Highly _ spe- 
cialized and expert service to 
offer as executor and trustee. 



he Northern Trust 
Company 




Fig. 10. Excellent models 
44 



STARTING 



THE 



CAMPAIGN 



"The Enterprise is so very sanitary with its tiled floors; 
its marble side walls and counters; its bronze grille work; 
its glass covered desks; its glazed tile vault; its up-to- 
date screening — everything up to date. My own office is 
a gem. I've got a private little room with its glass covered 
desk, its reception chairs, a full length mirror — all for 
the especial use of my lady friends, so they won't be jostled 
by the crowd which sometimes gathers. One thing about 
'My Home' which appeals to the newcomer is the home- 
like atmosphere 



Why you will benefit by 

reading these advertisements 

THE Atlanta Trust Company believes very strongly and 
very honestly that it has superior trust and banking 
facilities to offer the people of Atlanta and the surrounding 
country. We believe that a wider use of these facilities will 
benefit the customers themselves and the community. 

Many persons do not know to how great an extent they 
can make use of a trust company. It is our purpose through 
announcements in the Constitution on Mondays and 
Thursdays and the Journal on Tuesdays and Fridays, to tell 
in as interesting and clear a manner as we can, what the 
Atlanta Trust Company has to offer you, and how you can 



this Company. 



which prevails. New- 
comers are made to 
feel at home and that 
is why so many seek 
out the Enterprise 
Bank. On the first 
of January, April, 
July and October, I 
have an 'at home' 
and distribute about 
$4,000 to my friends. 
I didn't see you there 
on July 1st. Won't 
you qualify so as to 
be in the October 
distribution by be- 
coming a depositor in the Enterprise? 
to form your acquaintance." 

A fine set of advertisements of the Second National 
Bank, of Toledo, Ohio, was sent me by Lewis H. Clement. 
The group of three reproduced (Fig. 12) indicates the ex- 
cellent character of the copy. 

45 




We believe that if you read these 
advertisements carefully you will 
gain useful knowledge about trust 
and banking matters that will tome 
time— perhaps soon— be of inestim- 
able value to you. 

ATLANTA TRUST 

COMPANY 

140 Peachtree Street 



Fig. 11 

I am very anxious 



BANK ADVERTISING EXPERIENCE 



A Half-Century of Gr 

JN HER comrrtercis] growth. Toledo has 
beenf 



t fortunate m having financial 
*hich have -weathered the storms o| half 
During all this time As we draw 
bank has stood, fifty-fourth ar 



P: ; 

strong and helpful— a with increased (acil.t,es : f!^'!: r^[>t|' t: ': ; ";"* 

vigorous, constructive and greater revurres, *":;*'.•":■. '""c-^ ;: ;;^\ 

influence in the devel- we. hope to be still r.,e-. J^^BSSS 

epment of our aty and helpful in the future >n % ::;■■.;• .-:; ;.. V- ,. H 

in the progress of hoi contributing to the ur- ' ■ ^iJf^tf^ftc j'^ : $:£yl 

vast industrial and building of Toled. s M^W. . 

one *"" 'P0 <'~ • ' ' : 

Strongosr SECONDXATIONAL - .!■; •■;-;• v " '>>'' 

J9<2«fc m ... r* V 'V T "ET''^ :: -' ''i^iitV^r ."'- 



Frequency of Insertions 

It does not seem to be enough for a bank to advertise 
once a month even if it runs a large sized advertisement 
for several days at a time. G. B. Tucker, assistant sec- 
retary of the Northern New York Trust Company, 

Watertown, N. Y., 
wrote me: 

"I have read for 
some time back with 
a great deal of inter- 
est your articles in 
The Burroughs Clear- 
ing House, 'What's 
What in Bank Adver- 
tising.' Our 
advertising has 
been rather lim- 
ited, ^specially 
in the news- 
papers. Our 
newspaper ad- 
vertising takes 
place the last 
day of each 
month and the first 
two days of the fol- 
lowing month. These 
ads. always feature our 
Interest Department on 
account of our interest 
being on the monthly 
basis plan. We use a 
3 x 9 or 10-inch space 




Fig. 12. Part of a strong series 



46 



STARTING 



THE 



CAMPAIGN 



for these ads. I am of the opinion that it would be 
better to run our ads. every week or oftener and cut down 
on the size. Of course the smaller the ad. the more 
attractive it must be, but by having a special border and 
trade-mark, I believe that the smaller ads. run oftener 
would be more effective. I would like your opinion in 
this matter. We have an arrangement with one of the 
local papers whereby we always have space at the top of 
the editorial page which I believe is the best location. 
These papers take in a large agricultural section and are 
read by most of the best people/' 

I wrote Mr. Tucker: 

"Your advertisements are very good, but, as you your- 
self seem to feel, it would be better to run a regular 
series of advertisements, even in smaller space with inser- 
tions several times a week, rather than to bunch all your 
advertising in two or three days once a month." 

The opening of a bank's advertising campaign is one 




Pittsburgh's high rank 

imposes an obligation 

THERE ate thirty-lour slates, no one 
of which can boast of a total assessed 
valuation equal to thai of Allegheny 
County -$ 1.270. 129,260 

Consequently, in this third Liberty Loan 
campaign, the country expects much of 
Pittsburgh and i'- ■—■• : 



We have been given a big quota, but 
we can exceed it it we all subscribe in 
proportion to the individual and collet 
uve prosperity which has come to us in 
this community— the industrial capita) of 





Pittsburgh's position 
in the great war 

The banks ol this city have had a 
big part in making Pittsburgh what it 
is today— the industrial center of 
the world and the very citadel of 
our nation's wartime industrial pre- 
parations. The Farmer's Deposit 
National Bank is proud of the fact 
that for 86 years it has had a share 
in helping Pittsburgh to grow and 
to measure up to its patriotic op- 
portunities- 

FARMERS (g) DEPOSIT 

NATIONAL BANK 

PITTSBURGH, PENNSYLVANIA 



FARMERS 



DEPOSIT 



NATIONAL BANK 

PITTSBURGH PENNSYLV 



47 



BANK ADVERTISING EXPERIENCE 



of the most important parts of it. I commend the 
advertisement of the Atlanta Trust Company (Fig. 11) as 
a good "opening gun." An institution in another section 
of the country, as the first ad. of a series, used this copy: 

"How This Bank Serves You. 

"The services of a modern bank are too numerous and 
too varied for us even to outline in this one advertisement. 

"Its primary functions — to provide a safe depository 
for the public's funds, and to loan those funds to respon- 
sible business enterprises and individuals — are known to 
all. 

"But this bank's usefulness does not end there. How 
it serves its patrons and community at large in a hundred 
different ways we shall attempt to describe in an interest- 
ing way in the advertisements to follow." 




PITTSBURGH people Know Tgc Colonial as the bank thai a so 
convenient to reach— with an arcade from its Fourth Avenue 
entrance to its Diamond Street entrance midway between Smith- 
field and Wood Streets. 

Close to the Fourth Avenue entrance are the receiving and paying 
tellers for checking accounts; at the Diamond Street end are the 
savings and trust departments. The other departments are grouped 
to assure the greatest convenience to those who transact business 
with us. You are invited to talk with our officers regarding serv- 
ice in any of our departments 

§J The Colonial 
m Trvst Company 

iy^ S17 Fourth Ave 314-318 Diamond Ss. 

PITTSBURGH 

C.p.m SarpJut and Proiira, S6.000.000 



We must prove worthy 
of our heritage 



Our forefathers fought 
for the privilege of mere 
existence. They fought 
all who threatened their 
liberties. They rough; 
for every mile of our 
country. 




We i 



nheritance 
their sacrt- 
aust fight to 



our last dollar to the cause of liberty 
WE MUST BUY LIBERTY BONDS 

The Colonial 
Trvst Company 



Fig, 14 



48 



STARTING 



THE 



CAMPAIGN 



There are reproduced herewith groups of newspaper 
advertisements of two different financial institutions 
which have recently inaugurated newspaper advertising 
campaigns, each one of them with a central idea back of 
it and all using similarly efficient methods in the prepara- 
tion and presentation of their various series of advertise- 
ments. 

The Farmers Deposit National Bank, of Pittsburgh 
(Fig. 13), is going to advertise Pittsburgh as much as it 
does itself. The keynote is sounded in one of the opening 
advertisements of the 



series in which it was 
said: 

"By our seasoned 
business counsel, by 
our prompt, depend- 
able banking service 
and by proper finan- 
cial assistance, we 
are striving to do our 
part in promoting 
the best business in- 
terests of Pitts- 
burgh." 

The Colonial Trust 
Company (Fig. 14), 
also of Pittsburgh, 
uses as an emblem a Colonial 
soldier. The central idea of 
this Company's advertising is 
the accessibility of its offices 
and officers, as typified by the 
unusual arrangement of the 




Why men 

who have no children 

should make wills 



You have always thought that the law would 
give all your property to yaur wife, if you havo 
no children—have you not. 

Under the Massachusetts law, only one-half of 
your property, roughly speaking, goes to your 
wife, if you have no children. The rest goes to 
your nearest relative — who for instance may be 
a little-known or little-liked cousin. 



BOSTON SAFE DEPOSIT 
& TRUST COMPANY 

100 Franklin, at Arch and Devonshire Streets 



Fig. 
15 




Let us get 

better acquainted this year 

Though for a long time we ha<* been Irving the people of 
Springfield in banking matters, we fed the need of a broader 



th every facility 



t acquaintance with our CU! 
f generally 
In a short time we shall be located in 
at Main and Lyman Streets, equipp* 
for the prompt and efficient handling oi custom. 
But do not wait till then to begin .your acquaj 
us. Come in now and let us know each other 
> year nut beginning. 



CHAPIN 

NATIONAL BANK 

' Math and Lvman Sfitim— nia*. thi Akcm 



49 



BANK ADVERTISING EXPERIENCE 

banking quarters along an arcade extending from Fourth 
Avenue to Diamond Street. 

In each of these cases, the whole series of advertise- 
ments was pretty well thought out in advance. The ap- 
peal is strengthened by the distinctive style of typography 
and illustration which has been adopted. Difference in 
size, and shape, as well as the frequently changed text 
matter of the advertisements, provides the variety neces- 
sary to attract attention and maintain interest. 

Two good New England financial institutions which 
recently inaugurated special campaigns of newspaper 
advertising are the Boston Safe Deposit & Trust Com- 
pany, and the Chapin National Bank, of Springfield, 
Mass. Specimens of their strong new copy are shown 
(Fig. 15). 



50 



Patriotic Bank Advertising— 

Bankers Co-operating witn 
the Government 



53 



CHAPTER III. 

PATRIOTIC BANK ADVERTISING- 
BANKS CO-OPERATING WITH 
THE GOVERNMENT 

OURING the war the patriotic note was the pre- 
dominant one in bank advertising. This patriotic 
background of all bank advertising is likely to continue 
for many months to come because bankers have a clear 
vision of their responsibility in these times. The logic of 
events makes the bank a necessary link between the 
Government and the people in the large scale financing 
with which we have become familiar in recent years. 
Bankers are still called upon to sell Government securities 
and to help customers meet their financial obligations to 
the Government. 

One after another, the campaigns for the Liberty Loans, 
the Red Cross, the Y. M. C. A., and the War Savings 
Stamps and Certificates have had the hearty and effective 
co-operation of the advertising banks. If a complete 
compilation of all the advertising copy which has appeared 
on these subjects could be made it would furnish very 
interesting reading. A beginning has been made in this 
chapter, because I believe that we owe it to posterity to 
keep some record of these things. There probably has 
never been another occasion when so many bright minds 
were concentrated on the advertising of one thing as has 
been the case with our Government's efforts to raise money 

55 



BANK ADVERTISING EXPERIENCE 

for our share of the world war. A lot of good points 
could be gleaned were it possible to make a complete 
study of this advertising. I mean such points as these: 
One Liberty bond advertisement used in New York had 
the heading "Bonds or Bondage ;" a bank in the Middle 
West advertised the U. S. Government Thrift Stamps by 
asking the question : "Can You Lend Uncle Sam a Quarter 
Now and Then?" I furnished a West Virginia bank with 
this street car card idea : 



W 



AR QAVINGS C TAMPS 
ILL OUSTAIN OQLDIERS 



with the name of the bank underneath. This idea was 
quite widely used later, with variations. 

Many Wisconsin banks pushing war savings, used this 
device: 

A R CAVINGS CTAMPS 

ISCONSIN OAVES & OERVES 



W 



Speaking of W. S. S., "apt alliteration's artful aid" 
came to my assistance in captioning a War Savings ad. 
thus: "Dollars Doing Double Duty," the idea being that 
investors help both themselves and their country. 

In St. Louis, the Mercantile Trust Company took a 
prominent part in the exploitation of the second Liberty 
Loan. Early in the campaign it published as a newspaper 
advertisement a facsimile of a letter from Festus J. Wade, 
president of the company, to the governor of the Federal 
Reserve Bank of St. Louis, announcing that the Mercan- 
tile would subscribe to $5,000,000 of the bonds. It ran 
many large-space advertisements in the newspapers, and a 
strong street car card and a blotter advertising its plan for 
buying bonds on weekly payments. The company issued 
a special Liberty Loan bond account pass book in patriotic 

56 



PATRIOTIC BANK ADVERTISING 

colors. It also used a special letterhead with a long red, 
white and blue shield down the left side, and a booklet of 
army and navy insignia. 

A very attractive service flag folder was issued by The 
First National Bank of Boston containing the names of its 
fifty-four men with the colors. 

A number of banks advertised to promote the use of 
Liberty Bonds, War Savings Stamps and Certificates in 
place of gold or paper currency as Christmas gifts, with 
satisfying results. 

A 32-page booklet containing authoritative information 
regarding the present organization of all branches of our 
army and navy — service, codes and signals, drill regula- 
tions, the manual of arms and other timely data — was 
given out by the Old National Bank and the Union Trust 
Company of Spokane, Wash. 

"Buy your Liberty Bond from Liberty Bank," and 
"Save the Liberty Dime in the Liberty Bank for the 
Liberty Loan" were slogans used in its first Liberty Bond 
circular by the Liberty Trust & Savings Bank of Chicago. 

Though war is no longer the principal business of the 
United States, the reproduction herewith of several war- 
time bank ads. will still be of interest and value. There 
is tremendous human interest in that Pershing ad. of 
the Northern Trust Company, Chicago (Fig. 16). The 
same company used a startling full page ad. headed, 
"Heed Your Country's Call." 

"For the Freedom of the World" was a 4th of July ad. 
of the Union Trust Company, Baltimore (Fig. 17). The 
heading went well with the Statue of Liberty superimposed 
on the Company's trade-mark emblem. It was a good 
Red Cross ad. the National Exchange Bank of Providence 
used. The Citizens National of Baltimore took advantage 

57 



BANK ADVERTISING EXPERIENCE 




I 



LET US BACK HIM 
TO THE LIMIT 

GENERAL PERSHING will lead our troops to victory in France. 
The lives of Thousands, maybe millions, of American soldiers will 
be committed to his care. The responsibility is stupendous. We 

must back him to a man. 

The first step is MONEY, to buy food, munitions, ships and sup- 
plies, h must be raised immediately. E\er\bod\ must help, b\ 
subscribing to the LIBERTY LOAN, according to his ability. The 
wealthy are raking thousands and millions of dollars worth: the 
smallest wage-earner should buy at least one $50 bond. It is the 
safest investment on earth, and pays 3 1-2 per cent interest. 

"Upon America is to rest the brunt 
of the terrible burdens to come 
said Pershing in a speech before lea\ ing this country . The burdens 
will grow heavier the longer the war lasts. Each month will cost 
thousands of American lives, each year will cost billions of treas 
ore. Hard hitting and quick preparation alone will bring peace. 

MOW IT WOULD CIIF.FR-OUR ALLIHS AM) DISHEARTEN THI 
KNFM-i IO HAVI ITU LOAN OVER-SUHSCRIBKD! HOW UN FOR 
ILWIL II IMF SUBSCRIPTIONS SHOULD I Al I. SHORT! 

IS lilt HI AW CITIZEN Oh THIS COUNTRY SO UNPATRIOTIC 
THAT HF Will NOT I l\l) THE GOVERNMENT HIS CASFI IN A 
CRISIS LIKE THISV IS I HFRF AN"! SO BLIND THAT Ht DOES 
NOT SEE THF PERIL Ol DELAY? 

CJnis bank will be glad to receive your subscriptions. V\ct now: 
subscriptions close at noon, Friday the 15 ib 

THE NORTHERN TRUST COMPANY 

NORTHWEST CORNER LA SALLE AND MONROE STREETS CHICAGO 



Fig. 16 

58 



PATRIOTIC BANK ADVERTISING 

of the establishment of one of the National Army can- 
tonments near it to make a special appeal for business 
accounts, while the Mercantile Trust & Deposit Co. of 
New York, tactfully handled the matter of suggesting its 
appointment as trustee of those called away on military 
service. 

Liberty Loan Publicity 

Those recurring occasions when the paramount thing 
in bank advertising was the nation-wide co-operation of 
practically all financial institutions in the effort to make 
a great success of the Liberty Loans have demonstrated 
what a vast amount of publicity machinery can be mobil- 
ized when all the banks of the country get together in 
a common cause. 

Some of the bigger things in the way of publicity for the 
first Liberty Loan were done by the speeches and writings 
of Secretary of the Treasury McAdoo, Ex-President Vander- 
lip of the National City Bank, and others of similar high 
standing in the financial world. When the campaign 
began back in May, 1917, a Liberty Loan committee in 
New York quickly produced a text-book on the whole 
proposition to be used by bankers and others interested 
in educating the public as to its duty and opportunity. 
The American Bankers Association decided that it could 
render a service by sending to bankers throughout the 
country definite suggestions as to how they might adver- 
tise Liberty Bonds locally. The A. B. A. called a few 
men together one afternoon and said: "We want at least 
a dozen good advertisements by tomorrow morning at 11 
o'clock.' ' Each advertising man present agreed to bring 
at least two advertisements by that hour. The "Copy 
Loan" was oversubscribed, and instead of a dozen there 

59 



BANK ADVERTISING EXPERIENCE 




For the freedom of the world 

This year. Independence Day has a special 



Alt of us will be called upon to n 
for victory The least difficult, but by no means 
the least important, sacrifice will be giving up 
some of our luxuries and unnecessary expend.- 



UNION TRUST 



COMPANY 

Baltimore 



Youf Wartime Finances 

If too are leaving soon for miliary service, 
we suggest thia way of putting your affairs in 



iLithii. opik an account srich ua, to wruch 
yoor income may be credited and made available 
for your use in any country. Or maJte arrange- 
ments with us for the custody of your property 
and the handling offoat finance* while you are 




lutrrtst is Attraoed on (.fuck- 

MERCANTILE 

.Trust & Deposit Co. 





The Red Cross 

Don't wait until war with all 
h« horrors is upon us. Don't wait 
until the need of money makes 
impossible the - help and care that 
the sick and wounded must have 
and which the Red Cross alone 
can provide. Give to the Red. 
Cross and give to-day. 

National Exchange Bank 



MARYLAND'S 

second crnr 


As if by magic a city Hi 
springing upovernight, 
as it were, within six- 
teen miles of Balti- 






Adi 
will 
Sta 
proi 

Wit 

2e£ 

THE 
in.] 
A B 
AC 

Ci 


airal. with its forty thousand mere, 
be the second largest city in the 
e, and its construction, upkeep and 

dsioning will tremendously atimu- 
many lines of business. 
tho coming of this freal cantonment. 

Citizens national u pte-asJ 

y in a position to financially counsel and 
those who require in financial serriet 
aping themselves to make a bid tot this 

/C BANK FOR BIC BUSINESS 

•ood one'to cttow Up ifr 

Lazens National Bank 

fjaj Baltimore, Md. -<■%, 1 

US Resources over £Suc 
5* $20,01)0,000.00 Sf 



PATRIOTIC BANK ADVERTISING 

were available two dozen good advertisements. A sub- 
committee then selected and edited a dozen advertise- 
ments, and within forty-eight hours broadsides showing 
proofs were in the mails on their way to all the banks in 
the United States. 

In this chapter are reproduced a few specimens of the 
great variety of Liberty Loan advertisements of banks and 
trust companies (Fig. 18). There is also shown a group 
of other war-time bank advertisements, all of which are 
interesting and undoubtedly must have been effective. 

The Red Bank, N. J., advertisement was typical of 
many community or co-operative advertisements which 
appeared in various parts of the country. 

The Quitman, Ga., ad. explains a weekly payment plan 
widely used. The First Trust & Savings Bank has taken 
one of the A. B. A. ads. and galvanized it by using an ap- 
propriate illustration. This same institution displayed in 
its window a Spanish War bond as a sample of a Gov- 
ernment bond. The Bank of Antwerp ad. is one which 
I wrote for the A. B. A. collection to show people definite- 
ly how they could buy $50 bonds on the Government's 
installment plan. The Tenafly advertisement I wrote 
with truck-gardening and farming communities in mind; 
the single-column Bankers Trust Company ad. to hammer 
in the point that quick preparedness for America would 
tend to shorten the war; the Rhode Island Hospital Trust 
Company advertisement to make a timely appeal on Reg- 
istration Day, June 5, 1917, and the two-column Bankers 
Trust Company ad. to show the importance of dis- 
couraging the enemy by our vast mobilization of dollars. 
Being a very old institution The Bank of New York 
naturally went back into history for the text of its good 
advertisement. 

61 



BANK ADVERTISING EXPERIENCE 



Helping the Small Bond-Buyer 

From F. A. Singler, auditor of The Union National 
Bank, Tulsa, Okla., I received an ad. reading: 
"Safeguard Your Liberty Bonds. 




EVERY AMERICAN HOME 
Should Have a Liberty Bond 

You may not be able to fight, but you can help support those who are willing 
to give their life, if need be. 

The undersigned not only will receive subscriptions for these 
bonds, but offer their services as custodians, without charge, for 
small bonds of $5,000 or less for individual purchasers. 




The World is Watching us 



PATRIOTIC BANK ADVERTISING 

"Your 'Liberty Bond' is in danger of fire, loss or theft; 
safeguard it. In case of coupon bonds, if burned, lost 
or stolen, there is absolutely no recourse, since the bonds 
are payable to bearer. 

"They will be safe in our strong vaults. Bring your 
Liberty Bonds to us. We will protect them free of charge. 

"The Union National Bank." 

I wrote him as follows: 

"A better heading than 'Safeguard Your Liberty 
Bonds' would have been 'We Will Safeguard Your 
Liberty Bonds Free.' You will notice that by saying 
that, you instantaneously tell the people the very generous 
offer you are making, whereas the first impression they 
get from your own heading is that they go to some trouble 
and expense themselves. 

"I am much interested to know how this scheme worked 
out. I should think it would use up all your safe deposit 
boxes, or else fill your own vault and cause you a lot of 
extra bookkeeping and trouble. Aside from patriotic 
considerations, a better way to have made the offer, per- 
haps, would have been to make it free to present customers, 
or as an inducement to start an account with you." 

Later Mr. Singler wrote: "Owing to the great amount 
of extra work we have had because of the Liberty Loan, 
we advertised this feature only twice. However, over 
fifty persons deposited their bonds with us and in a great 
many cases the bonds came from persons not banking 
with us. This of course was the purpose of the plan. 
While we willingly and gladly do this service for old 
customers, we wanted to attract new customers for the 
bank because of the free service. 

"When the first Liberty bonds were delivered, our 
people took them home with them. Bonds are a new thing 

63 



BANK ADVERTISING EXPERIENCE 

in this part of our country. As the people become accus- 
tomed to bond investments they will buy them more 
liberally — then look for a safe place to keep them. 

"We do not give each person depositing the bond with 
us a safety deposit box. We take the bonds and place 
them in a safekeeping envelope and issue our receipt for 
the bonds covering the serial number, etc. We take 
their signature and when returning the bonds require the 
return of the receipt and their signature to verify. One 
large safety deposit box will take care of a good many 
of these bonds. 

"The second Liberty Loan was a great success here. 
There will be over ten thousand subscribers in Tulsa out 
of a population of 60,000. Our bank took in over 700 
subscriptions and about $600,000.00 total. We shall 
feature the above plan extensively from now on." 

The Banker s Continuing Responsibility 

It would seem that there will be a continuing responsi- 
bility and opportunity for the American banker to 
educate the people in true thrift and their financial obliga- 
tions to the government that protects them. To produce, 
to conserve — these are the great duties of the people at 
large and the bankers must show us how to do it and keep 
our feet in the straight and narrow path that leads to 
financial safety. 

In these times every bank in the country should be 
urging its depositors to save and deposit as much money 
as possible. Our country needs more capital; the whole 
world needs more capital. In the last analysis, capital 
comes from the savings of the people as a whole. There- 
fore it is really a patriotic duty to save as much as pos- 
sible. 

64 



PATRIOTIC BANK ADVERTISING 

Then the increased cost of living has created a larger 
need for saving to meet the actual expenses of everyday 
life — the bills of the butcher, the baker, and the candle- 
stick-maker — and because the buying power of the dollar 
has so decreased that one must save more than formerly in 
order to accomplish as much in the way of accumulating 
a competence. This is the message that our banks must 
now carry to all the people. 

With expenses of several billions a year, a considerable 
part of which the Government must raise by the sale of 
bonds, the American people will have to "right about face" 
on this thrift proposition. We have been spending several 
times the usual annual savings of the people of this country, 
even putting the most liberal construction upon what is 
meant by savings. Therefore, the only conclusion is 
that we must multiply our savings accordingly. Our taxes 
have been largely increased, and we'll have to do more 
saving to meet the higher taxes. 

This means that the banks will need to advertise as 
they have never advertised before. The campaigns 
for the Liberty Loans have provided valuable experience, 
and the Government profited by it in planning for the 
sale of the War Savings Stamps and Certificates. No 
savings banker need feel that the Government is compet- 
ing with him in this matter, for the Government's thrift 
campaign is going to make the miser and the hoarder a 
thing of the past in this country, and much money will be 
drawn from hiding places. 

Advertising to Soldiers 

Banks located near National Army cantonments or 
other military camps gave special attention to sav- 

65 



BANK ADVERTISING EXPERIENCE 

ings and trust appeals to the officers and men. A Balti- 
more trust company used this advertisement: 

" 'Somewhere in France' you may soon be doing your 



WAR'S WARNING 



THE ONE LESSON that Mars is teaching the Nations of 
Europe is "ECONOMY." With famine, fire and the sword, 
he is forcing everybody to be saving. America must learn 
to stop committing the crime of waste. She must learn the 
lesson now voluntarily or be forced to learn it -in despair 
and misery. 



The Dollar Savings & Trust Co. 

Capital $1,500,000.00 
Central Square YOUNGSTOWN, OHIO 

ONE IDLE DOLLAR WILL START A SAVINGS ACCOUNT 



PREPARE FOR TOMORROW! 

When Pay-Day Comes where do your 
earnings go? 

Do you lay by a part of them for 
future needs? 

Many of your shipmates have Allot- 
ment Accounts with this Society. II you 
are interested, write for our special 
booklet on Navy Allotments. 

We are a mutual Saving Fund Society 
and have been in business since 1847. 

INTEREST 





4% 

INTEREST ON 
SAVINGS ACCOUNTS 



Fig. 19 

66 



PATRIOTIC BANK ADVERTISING 

bit for the freedom of the world. You have been called 
to the colors and are leaving behind you 'Somewhere in 
Maryland' dependents and property interests requiring 
care and oversight in your absence. The Union Trust 
Company is fully authorized and equipped to act as your 
financial agent, deputy or trustee, and is especially glad 
to act in such capacities for those who expect to go on 
duty overseas." 

Speaking of advertising to soldiers, a number of good 
military bank appeals are illustrated herewith (Fig. 19) : 
The Philadelphia ad., addressed to sailors, appeared in 
the magazine entitled Our Navy; the Youngstown, 0., 
advertisement is good as to copy, but poor as to typog- 



Soldiers! Sailors! Aviators! 

Before entering the solemn business of war 
put your personal affairs in order. Arrange 
with us now to take care of your financial in- 
terests, investments, real estate, etc., to collect 
income, reinvest or disburse it. 

By making your will and naming this Company 
executor and trustee you can extend this invaluable 
Mercantile Trust and Deposit Company service to 
your family or other heirs in the event of your 
death. See your lawyer and make that will today. 

Our officers will be glad to explain in detail the compre- 
hensive service of this Company. 

Mercantile Trust and Deposit Co 

of Baltimore 

Established 1884 Calvert and German Sts. 




BANK ADVERTISING EXPERIENCE 

raphy; "Civilian Patriots" and "Soldiers! Sailors! 
Aviators!" (Fig. 20) are good. 

On the front of a statement folder the Metropolitan 
Trust Company, of New York, used a sepia reproduction 
of a beautiful night view of the United States Capitol at 
Washington. It is called "A Photographic Historical 
Document," and is thus described : 

"On the evening of April 2, 1917, just after a heavy 
rainfall and at the precise time when President Wilson 
was reading his message to Congress asking for a declara- 
tion of war on Germany, an artist in Washington made the 
night photograph which we have reproduced on the cover 
of this statement. It shows the Capitol at a critical 
moment in our national history." 

It is such unusual things as these that add interest to 
a piece of bank publicity which in many cases might not 
rise above the level of mediocrity. 

A soldiers' savings club is something that 0. M. Purnell, 
president of the Deposit & Savings Bank, of Snow Hill, 
Md., thought he would like to see started. He wrote: 

"I do not know that there is any such club, but it seems 
to me one might be started, which would be profitable 
to the banks, the country and the soldiers. As a rule I 
know soldiers and sailors spend their money as fast as 
they get it, but if solicited in the beginning they might 
start in and save a portion of their salary from the start, 
and especially so if arrangements could be made to have 
so much of their salary sent to them and so much to the 
bank of their choice as they might designate." 

A special letter of congratulation to young men drafted 
for the National Army from Shelbyville, 111., was sent by 
the First National Bank of that city, an institution which 
is a consistent advertiser, under the direction of J. C. 



PATRIOTIC 



BANK 



ADVERTISING 



Eberspacher. The Atlanta Trust Company advertised: 
"It gives the Atlanta great pleasure to offer to the men 
called by war from home and from their places of business, 
the facilities of our trust department for the safe-keeping 
of their securities. We shall be glad to hold securities of 
any description in our vaults, make collection of coupons, 
and remit or deposit the proceeds as directed. Wills also 
may be placed in sealed envelopes and filed in our vaults 
for safe-keeping. This service will be entirely without 
charge." 

Concerning his patriotic advertisements (Fig. 21), John 
W. Wadden, president of the Lake County National Bank, 
Madison, S. D., wrote: 

"We have two dailies, and change our copy at least 



"Our Country' in her intercourse 
with foreign nations may she al- 
ways be in the right; but our 
country, right or wrong." 

-Stephen Decatur 

Patriotism 

The instinct of self-preservation is 
primal- the first law of nature. Next 
to his life man fights longest and hard- 
est for his property— that which re- 
presents the result of his toil; there- 
fore when any man voluntarily offers 
his life or his money to the service of 
his counuy he becomes a patriot in 
the truest sense of the word. 



Loyalty 

"With malice toward none, with charity for 
all, with firmness in the right, as Cod gives 
us to see the right." --Lincoln 



A State of War has been thrust upon 
us. A united nation in this solemn 
hour calmly faces the future with that 
confidence born of complete fai h in 
American Ideals. 

The Lake County National Bank stands 
united with every member of this com- 
munity and Country to cooperate in 
every way possible in resisting any 
attempt to abrogate American Free 
dom, Justice and Honor. 



| Lafre County National Bank | 




Fig. 21 



69 



BANK ADVERTISING EXPERIENCE 

twice and sometimes three times a week. Since the 
declaration of war by this country we have devoted our 
advertising space to advertisements along the lines of 
patriotism and preparedness, to the exclusion of all other 
matter. We believe that this is an effective way in which 
all banks can do their 'bit' in the present crisis." 




"General Thrift 

I guess I've been in the business long enough so that I 
won't be accused of throwing bouquets at myself if I 
reproduce that "General Thrift'' advertisement (Fig. 22) 
which I wrote for the First Trust & Savings Bank, of Des 
Moines, together with comment thereon by Irving J. A. 
Miller, a Chicago poet. Mr. Miller 
wrote the bank thus: 

"Listen: In the language of the 
street urchin — 'that is some ad.' you 
sent me. I am greatly impressed 
with it. It is A-l in every respect. 
Absolutely no fault to find in its 
make-up or technic; it is faultless. I 
am wonderfully pleased with the 
caption 'General Thrift.' That is 
out of the ordinary and exceedingly 
'catchy'. I congratulate you and 
take off my hat to 'General Thrift.' 
Keep up the lick!" 

As Briggs, the cartoonist, says, 
"Ain't it a gr-r-rand and glor-yus feel- 
in' " to have your work appreciated, 
but, after all, it is the results at the 
receiving teller's window that count. 
A big bank helping smaller banks 



General Thrift 

will win this war 

England's first war loan 
had only 100,000 sub- 
scribers; in the latest one 
there were over 8,000,000. 

The reason was that, in 
the meantime, the war 
had been brought home 
to England. 

Our country will have a 
similar experience. We 
will have to save before 
the war is over. Why not 
begin to do it now and 
help America to end the 
war quickly ? 



FH 



T 



Fig. 22 



70 



PATRIOTIC 



BANK 



ADVERTISING 



to help farmers raise more grain is a very pleasing sight in 
these times of world-wide food shortage. The North- 
western National Bank, of Minneapolis, is to be congrat- 
ulated on its patriotism and sensible advertising ideas 
(Fig. 23). 

The reproduced advertisement of the Union Trust 
Company, of Baltimore, headed, "To Help Our Country" 
(Fig. 25), is typical of many which appeared just before 
the launching of the first Liberty Loan. The Guaranty 
Trust Company of New York got out a booklet, "Mobiliz- 
ing Money for War," which concluded with these signifi- 
cant words: 

"Although our country is rich and our financial insti- 
tutions strong, it is the people who must subscribe to this 
great loan if it is to be successful. 

"This war is the concern of every citizen of the United 
States." 

That ad. of the Broadway Trust Company (Fig. 23) is 
rather a novelty. In fact, it can't help being unique, as 
that institution, up to the date of the advertisement (April 
16, 1917), was the only trust company that had joined the 
Federal Reserve system. 



Finance Your Stock Growers 

Northwestern National Bank 

Reiourm $52,700,000 








\ 


First Federal Reserve 
Trust Company 


To Help Our Country 
UNION TRUST COMPANY 


Broadway Trust Company 

Wool worth Bulletin* 






Fig. 23 


sss \ 


K.Mary/ondJ 


H-r 











71 



BANK ADVERTISING EXPERIENCE 



You, Who Have Subscribed to the First Liberty Loan That Our 
National Army Might Be Created — 



Second Liberty Loan 

may be started on it 
and universal peace- 



The Ik.vs whn m:ikf uj> this nuti"ii;il 
army are physically the Mower of 

1 r: - : ■ . - •■•■ .:,■. r- .-.:.! -i <•■<'-..■ 



■ hoys will be corning back to 
These boys will be our custom- 



ib-'.ol diseases, they will be bettt 
bank ciistomt'rs, will they not? 

And the Y M. C. A. will help t 
keep them such men as we woul 



.vill want your daughters to 
us do our patriotic duty 



First National Bank 



— Citizens State Bank 



Fig. 24 

Referring to the Y. M. C. A. war fund ad. of the First 
National Bank and Citizens State Bank, of Jewell, Kan., 
(Fig. 24) G. W. McClung, cashier of the latter bank, wrote: 
' 'During the Liberty Loan campaigns and that for the 
army Y. M. C. A., the banks here ran joint ads. I did 
not write all of them, but the two that I am sending you 
are mine. They are the ones that I put the most effort 
on and naturally thought were the best. I should like to 
have expert criticism upon them." 

As will be seen from the one advertisement reproduced, 
Mr. McClung's effort speaks for itself. I think, how- 
ever, that I should have used a different heading, perhaps 
something like this: "Help Keep our Soldier Boys 

Well and Happy by 
Contributing to the 
Y. M. C. A. War 
Fund." The idea is 
that many who did 
not buy Liberty 
Bonds might con- 
tribute to the Y. M. 
C. A. fund, so that 
they should not be 
omitted in the ap- 
peal. 



FREE WAR SERVICE 

To tbo9e who serve our country In either-military, naval, civil duties 
arising from the war, or In the Red Cross, we will WITHOUT CHARGE, 
so long a3 he or she enall continue tn such service during the con-tin 
nance of tie preeerifc war perform the following 



1. Wt wlU take charge of and Bafely keep any will. 

2. If we are iiamed as executor or trustee under any" will and 
Its maker dies before peace Is declared, we will perform all 
services required thereunder, and turn over all legal fees to 
his or her heirs. 

3. We win take chafge of real estate, securities, investments, or 
money, collect rents, Interest, dividends, or" other Income, 
attend to the safekeeping thereof. Investment, or reinvest- 
ment, as the owner may in writing direct and remit net In- 
come according to the direction of the owner. 

Our officers will gladly explain further details. 

KEOKUK TRUST COMPANY 



611 Blondeau St. 



Fig. 25 



72 



PATRIOTIC 



BANK 



ADVERTISING 



A remarkable offer of free trust services to those 
engaged in war service was made in the advertisement of the 
Keokuk Trust Company, of Keokuk, la. (Fig. 25), which 

makes good use of its 

advertising space in ||^ 
other ways. 

Income Tax Adver- 
tising 

Never had there 
been such a confus- 
ing tax report to make 
out as the Income 
Tax return that had 
to be made by April 
1, 1918, and never 
had there been so 
many persons who 
had to make out tax 
returns. Banks and 



Made Out Your 
Income Tax Return? 

You have only until March 1. 

Make this duty TODAY'S duty. 

The Trust Department of the Security 
Trust & Savings Bank has established a War 
Tax Return Bureau, where help will be pro- 
vided those who need it in making out a com- 
plete and accurate return, in compliance with 
the laws, decisions and rulings. 

Such a service may show you exemptions and 
deductions allowed by law, which you do not realize. 
Congress was liberal in its allowances, but few people 
understand these provisions of the laws. The fees for 
this service are Axed at a very moderate scale. 

This Department open for business from 9 a. m. to 
S p. m. 



)^ &SAVI1VGS BANK 

OLDE5CTWLARGEST SAVINGS BANK 

m SOUTHERN CALIFORNIA 

Security Corner Equitable Branch 

Fifth and Spring First and Spring 



aoc 

Fig. 26 



aoi 



trust companies which put in a department for income tax 
inquiries and advertised it had their hands full. I know 
the vice-president of a large trust company in the East who 
nearly had a nervous breakdown when it was all over, and 
he had to take a vacation to recuperate. A good income 
tax advertisement is that of the Security Trust & Savings 
Bank, Los Angeles (Fig. 26). 

I remember a time, not so many years ago, either, when 
a really good bank advertisement in a New York City 
newspaper was a rarity. Not any more, however, for 
"the world do move," as witness the bank advertisements 
here reproduced (Fig. 27), which are but two clipped at 

73 



BANK ADVERTISING EXPERIENCE 

random from metropolitan newspapers. When I wrote 
my book, "Pushing Your Business/' about a decade ago, 
I criticised an ad. of the old Phenix Bank, but now look 
at that Red Cross ad. of its successor, the Chatham & 
Phenix National Bank. One can't criticise that. The 
"Ships of Mercy" advertisement of the Liberty National 
Bank also was a good one for war times. The Chemical 
National and the Mercantile Bank of the Americas, Inc., 
have recently blossomed out as advertisers. Godspeed to 
them. The Mercantile Trust & Deposit Company was a 
new institution which started out right on the advertising 
proposition. The National City Bank grew to be the largest 
bank in the country without much advertising in the ordi- 
nary sense of the word. But it is branching out somewhat 




SHIPS OF MERCY 

The American Red Cross overseas 
iill»oon be looking for the «nvJ of 
many shiploads ot supplies. 
The great humanitarian work must 
notbehand,cappedbyafa,lurcon 
our part to appreciate the urgency of 
the present Red Cross appeal. 
Help send a Ship of MRcy-Wr* 
ute to* the Red Cross today 




This space donated by 

LIBERTY NATIONAL BANK 



PATRIOTIC 



BANK 



ADVERTISING 



in that direction on account of its foreign trade department, 
as illustrated elsewhere in this book. The American Ex- 
change National Bank was one of the pioneers among banks 
which are trying to popularize trade acceptances as an aid to 
the most efficient fi- 
nancing of business. 



'War Loans 

and the 

United States' 



The Story of War Financing and 
!u Bearing on National GrowtK 



H 



"War Loans and 
the United States" 
was the title of a 23- 
page booklet, 100,000 
copies of which were 
distributed early in 
March, 1917, by the 
Guaranty Trust 
Company of New 
York (Fig. 28). It 
dealt with the loans 
made by our country 
in its wars, from the 
outbreak of the Rev- 
olution to the end of 
the Spanish War. 
The general subject 
of loans in connec- 
tion with the world 
war, and the eco- 
nomic possibilities 
created by them from 
the standpoint of our own country also were discussed. 
The booklet is one of the many thoroughly educational pub- 
lications issued by that great institution. Incidentally, it 
presented some strong arguments in favor of Anglo-French 
war loans as investments. 



ISTORY proves that the sacrifices and 
discipline of War have served to in- 
crease thrift, create efficiency and de- 
veJop resources. The financial record of Ameri- 
can Wars is one of patriotism and vision. War 
obligations have been readily met and economic 
progress made. 

For the first time in its history, the United 
States has now become a creditor nation, and 
by meeting the needs of other nations is able to 
strengthen its own financial and commercial 

position. 

Every citizen is concerned in the situation 
presented and its relation to his own affairs. 

How American Wars 6toeel77»tav6 been financed 
<nd these War debts discharged ; the economic ef- 
fect of War loam in this country and in Europe : 
lessons taught by experience and the opportunities 
offered for the future are described In a booklet 
entitled "War Loans and the United States,' 
issued and sent upon request by the 



Guaranty Trust Company of New York 
140 Broadway • 

ittl Avow Office. loWoo Onto. 



Capital and Surplus 
Resources more than 



$40,000,066 
$500,000,000 



Fig. 28 



75 



BANK ADVERTISING EXPERIENCE 

To show its activity in behalf of the first Liberty Loan, 
the American Exchange National Bank of New York, 
issued a sheet containing reproductions of its circulars, 
letters and newspaper advertisements on the subject sur- 
rounding a halftone of a photograph showing the flag- 
bedecked and poster-covered Broadway front of the bank, 
together with the street banner urging people to prove 
their patriotism by buying a Liberty Bond. That picture 
is already of historic interest. 

I planned a roof billboard sign for the First Trust & 
Savings Bank of Des Moines, Iowa, (Fig. 29). The dol- 
lar recruiting tent was made of a saving account passbook. 
A hand pointed down to the entrance of the bank near 
which was a window exhibit showing four ways to help win 
the war — enlisting, Red Cross, conserving food and sav- 
ing money. 




The Military Flavor 



76 



PATRIOTIC 



BANK 



ADVERTISING 



" Patrio-Thrif t " is the name coined by the Security 
Trust & Savings Bank, Los Angeles, for a new plan 
for systematic saving and depositing which includes 
the use of a monthly wall chart expense account. There 
is a little pad on the side of the chart which is used as a 
kind of day book from which the various items are posted 
nightly by the user, acting in the dual capacity of house- 
and bookkeeper. I reproduce a newspaper ad. (Fig. 30) 
of this good scheme sent me by A. C. Hoffman, publicity 
manager. 

Banks which gave a patriotic twist to their advertising 
during the war fairly bent backward in their effort to 
avoid the appearance of making advertising capital out 
of patriotism, and this was absolutely the right attitude to 
take. A quite general opinion among bankers was that 
our people must save money and use the banks more 
than ever. Idle funds would gravitate to the banks and 
thus cease to be idle. 

Early in April, r-* fc J...,, k * 

1917, many banks 
hastened to use some 
of their advertising 
appropriation in a 
patriotic manner. 
The First Trust & 
Savings Company of 
Cleveland, when it 
saw that war was 
inevitable, bought 
up about all the local 
supply of United 
States flags of Fig.29 

77 







BANK ADVERTISING EXPERIENCE 



moderate size, and beginning April 4, ran quarter-page 
newspaper advertisements offering a flag free to everyone 
opening a savings account with five dollars or more. 

More than 6,000 new accounts 
were obtained in this way, 
many of them starting with 
much more than five dollars. 
"America's Attitude Toward 
the War," was the title of a 
book of over 100 pages issued 
by the Bankers Trust Company 
of New York. It contained 
President Wilson's early war 
messages; official correspond- 
ence with the Entente Allies 
and the Central Powers, and 
certain papers and speeches 
bearing upon the great war, 
compiled and condensed in chronological order, with a 
resume of the important battles preceding our entrance 



RmWHRIFT 

A NEW WORD, coined oy the Security 
Trust 6 Savings Bank to describe the 
patriotism ol those who not only deny 



The way to save systematically is to keep 
account, day by day, month by month 
of what you spend - • and, knowing your 
necessities • • save BEFORE you spend. 

THE SECURITY PATRIOTHRIFT CHART is a 
ruled form, for keeping account of your personal 
and family expenses; carefully compiled, designed 
to cover, day by day, all the items which com- 
prise the Cost of Living. 

FREE-Get a Chart Today, at the New Accounts 
Window, Main Office or Branch. 

SECtlRlTYTRiJsT 
• & SAYINGS BAiVK 

OLDESWLARGEST SAVINGS BANK 
/„ SOUTHERN CALIFORNIA 
Security Corn. 
A Fifth and Sprit 



Fig. 30 



into the struggle. 



Joining tne Federal Reserve System 

Lately a large number of state banking institutions 
have joined the Federal Reserve System. Upon joining 
the system most of these trust companies and state bank- 
ing institutions have explained in their advertising space 
some of the reasons which impelled them to join, and they 
have taken advantage of the opportunity to point out 
some of the strong features of a unified banking system 
for the country in these times when there is such an 
unprecedented demand for the most effective use of its 

78 



PATRIOTIC 



BANK 



ADVERTISING 



financial resources. I am showing (Fig. 31), how a 
certain Fidelity Trust Company Bank announced its 
joining the system. 

With the American habit of making the best of a bad 
situation, many banks took advertising advantage of the 
Garfield fuel-less holidays in the early months of 1918. J. 
A. Price, advertising manager of the Peoples Savings & 
Trust Company, of Pittsburgh, says that the "5-day 
layoff" ad. (Fig. 32) went to press on the afternoon of the 
day the 5-day shutdown order was announced. The ad. 
got some results. The Commercial Trust Company, of 
Springfield, Mass., ran an advertisement headed, "Free 
Burglary Insurance," and reading: 



Can We Help? 




DRAFTED! 






BANK OF COMMERCE 



TAMPA, FLA. 



"WE PAY YOU TO SAVE' 



Mobilizing Money for War 

THE United States faces the imperative demands of 

offered by the Government. The nation's wealth must 
serve the nation's needs. This war is the concern of 
every cifoen. Although our country is rich and our 
financial institutions strong, it is the ptopU who musl 
■ubscribe to this great loan if it is to be successful. 

"Mobilizing Money for War," a booklet review- 
ing our country's resources and showing the reason for 
■nd the necessity of inventing in this loan, will be for- 



Guaranty Trust Company 
of New York 



Large and small banks both helped patriotically 

79 



BANK ADVERTISING EXPERIENCE 



"Business houses obliged by fuel regulations to remain 
closed Monday should protect themselves by depositing 
funds on hand with us on Saturday evening. Open Sat- 
urday evenings 7 to 8:30." 

Uncle Sam had to work overtime filling all his 
engagements to appear in patriotic bank advertise- 



vj[ 



1- 



Fidelity company 



Bank 



We take pleasure in announcing our voluntary 
application and admission as a member of the 

Federal Reserve System 
of the United States 

This will enable us to furnish added facilities and 
provide increased safeguards and protection to our 
customers. At the same time we are performing our 
patriotic duty in thus aiding the government by 
joining this great banking system formed for the 
protection of the people and the development of the 
country's resources. 



COMPARATIVE GROWTH OE 

OUR DEPOSITS 
January 1, 1915— $3,587,841 
January 1, 1916— $3,951,452 
January 1, 1917— $4,663,310 
January 1, 1918- $5,925,536 




Established 1888. 



ments, but I don't 
know of any better 
illustration for the 
purpose. How he 
helped out Thrift 
Day at New Hamp- 
ton, Iowa, is shown 
by the big ad. (Fig. 
33), of the First 
National Bank of 
that place. 

Becoming a nation- 
al bank is a great 
event in the history 
of a bank — an oc- 
casion which de- 
mands special adver- 
tising effort. The 
Seaboard National 
occasion as shown in the 
33) which appeared 



\u 



Fig. 31 

Bank of Seattle rose to the 

reproduced advertisement (Fig. 

originally in a space of four columns by 165 lines. 

That "Government Securities" ad. of the Exchange 
Bank of Tallahassee, Fla., reproduced in the same group, 
was sent me by Cashier John Choate, with the comment 
that it was used with the idea of clearing the deck for the 
Third Liberty Loan. 

80 



PATRIOTIC 



BANK 



ADVERTISING 



The five-day lay- 
off is not worry- 
ing the workman 
with a 

SAVINGS ACCOUNT 

WHY NOT START ONE? 

DEPPLE C 

l*^ AND TRUST CO. ^% 

OF PITTSBURGH I 1 



When you stop to 
consider that it was 
said that the first 
$2,000,000,000 worth 
of War Savings 
Stamps sold would 
finance the govern- 
ment's complete 
emergency shipping 
program the special 
force of an advertise- 
ment I prepared for 
the Chapin National 
Bank, of Springfield, 
Mass., is made evi- 
dent. That adver- 
tisement reads: 
"Help Build That 
Bridge of Ships. Fig. 32 

"An officer attached to the American Expeditionary 
Force in France sends to the people back home this 
message : 

' 'Build a bridge of ships to Pershing.' 

"Our ship-building program calls for the expenditure of 
hundreds of millions of dollars which we citizens must supply 
by paying taxes and by investing in the government 
war loans. 

"Even 25-cent Thrift stamps will help build that bridge 
of ships to Pershing. We sell them here, also War Sav- 
ings stamps, Certificates and Liberty Bonds." 

One of the cities which prospered especially on ac- 
count of the war activity was Seattle, where thousands 



FOUNCEp 1867 

JL CAPITAL AND SURPLUS 



9.000,000 F^e^^ 
WHJSGE WOOO CROSSES FOLT&TH 



83 



BANK ADVERTISING. EXPERIENCE 

of new citizens arrived to build ships for Uncle Sam. 
The advertisements of the Scandinavian American Bank 
"Big Ships and Big Banks" (Fig. 34) and "Building Ships 
and Banks" (Fig. 35) are epics. 

I am reproducing an advertisement of one bank a 
century old — the Chatham and Phenix National, of New 
York (Fig. 36). It was a full page advertisement donated 
to the Liberty Loan Committee, but it scarcely could 
be improved upon for the bank itself with its thirteen 
branches in different parts of the Borough of Manhattan. 

An Old Coin Exnitit 

The Old National Bank of Spokane, Wash., sent me 
particulars of an old coin — W. S. S. exchange idea used 
to feature National War Savings day. Some of the old 
coins were exhibited in the window. Concerning the 
exhibit the Spokane Spokesman-Review said: 

"Spanish 'pieces of eight,' old English silver coins, 
Mexican dollars, Philippine pesos and Haitian copper 





I r 




WE ARE NOW 

A NATIONAL BA1 


m 


Mark Well This Day=February 4 


GOVERNMENT SECURITIES 

FIRST LIBERTY LOAN: 




SECOND UBERTY LOAN: 
THIRD LIBERTY LOAN: 


PSIiJE 


s 


TREASURY^OTTTftCATES: 
WAR SAVWCSSTAMPS-. 


SEABOARD MATOMAL BANK 

THE SEABOARD (STATE) BANK 
WtA»OA»P BVttBmo FOURTH AKD ITO 

m 


First National Bank 


THRIFT STAMPS: 

THE EXCHANGE BANK 

or limns??, mm 


Fig. 33 







82 



PATRIOTIC BANK ADVERTISING 

pieces are being brought to the Old National Bank to 
help win the war through the purchase of War Savings 
stamps. The most interesting contribution to the cause 
of democracy is a Roman copper coin, struck off by the 
Emperor Vespasian some time prior to 79 A. D., to 
commemorate the conquest of Judea. 

"The bank is accepting all old coins at a fair rate of 
exchange when presented for the purchase of War Savings 
stamps. The value is determined sometimes by face, 
often by mutual agreement, and frequently on the quota- 
tions in the coin catalogues. The bank is not securing 
the coins for profit. If a coin commands a premium with 
coin collectors, the owner is advised to take it to a numis- 
matist. 

"One man yesterday brought in a sack containing 500 
old copper coins. J. H. Tatsch, chief clerk, spent most 
of the afternoon appraising them and lumped the total 
at $3.25 face value. 

"A woman brought in a 1-cent piece of 1803 in good 
condition. This is catalogued at 25 cents, but to a 
professional collector is worth from $1 to $5. The 
woman was advised to keep it or sell it to a collector. 
She also brought in some uncirculated dimes that com- 
mand a slight premium. 

"Another man dumped a sack of 200 copper coins on 
the desk. He took $1 for the lot. When the coin was 
weighed it was found to contain 60 cents' worth of copper. 

"Silver coins of large denominations, including 'pieces 
of eight/ Mexican dollars and pesos, were brought in by 
another man, who wanted his old collection to work for 
Uncle Sam. The 'pieces of eight' are worth 50 cents; 
the Mexican dollars 70 cents, and the Philippine pesos 40 

83 



BANK ADVERTISING. EXPERIENCE 




cents. The bank has framed a collection of the coins 
and currency and is using them for a lobby display to 
encourage the purchase of War Savings stamps." 

Among the good 
Liberty bond slo- 
gans used in the 
advertising of the 
Union Trust Com- 
pany, of Rochester, 
N. Y., were the fol- 
lowing: 

"Lend your ALL 

to America's CALL" 

—Buy LIBERTY 

BONDS 

"Stop the Kaiser's 

Reign of Hell, With 

a Rain of Shot and 

Shell." 

—Buy LIBERTY 

BONDS 
"Prove yourself 
True to the Red, 
White and Blue" 
—Buy LIBERTY 

BONDS 
"Make your great- 
est 'ism' Patriotism" 
—Buy LIBERTY 

BONDS 
The special Dun 
and Bradstreet re- 
Fig. 34 port on the United 
84 



Big Ships 

and Big Banks — 

Seattle's Answer 
to the War Call 

Seattle's wonderful world-record in building big ships to meet the urgent 
needs of our Nation and its Allies is due in no small part to the progressive 
spirit of the great banks of the greatest port on the Pacific 

The SCANDINAVIAN AMERICAN BANK, with its Million and a 
Half of Capital and Surplus, and resources exceeding Sixteen Million Dol- 
lars, places its vast strength and perfectly organized service at the disposal 
of growing concerns who appreciate the benefits derived from an affiliation 
with the largest state bank in Washington. 

The SCANDINAVIAN AMERICAN enjoys the confidence of some 
Twenty-five Thousand savings depositors, with the enormous total of 
nearly Eight Million interest-bearing Dollars to their credit. Added protec- 
tion is given our patrons through membership in the Washington Bank 
Depositors' Guaranty Fund of the State of Washington, which, without cost 
to the customer, absolutely insures deposits against loss. 

—TWENTY-SIXTH YEAR— 

TM1 SCANDINAVIAN AMERICAN BANK 

ALASKA BUILDING, SEATTLE. 




PATRIOTIC 



BANK .ADVERTISING 



States of America, 
a clever idea used 
York. 

This timely sug- 
gestion is made to 
Liberty bond owners 
by the Marshall & 
Ilsley Bank of Mil- 
waukee: 

"Every Liberty 
bond owner should 
adopt our plan for 
beginning a Savings 
Account. 

"IT'S VERY 
SIMPLE. 

"You leave your 
bond with us in our 
Fire and Burglar 
Proof Vault. We 
collect the interest 
and place it to your 
"credit. 

"Your bond will 
be safe, and you 
will soon have a 
snug sum in your 
Savings Book. 

"There are no 
expenses of any 
kind. DO IT 
NOW." 



Incorporated (Fig. 37), was also 
originally by Jones & Baker, New 




Building Ships and 



Banks — 



Seattle Defies the 
U-Boat Menace 



le great shipbuilding ■ 
rival the Clyde. The i 
> remarkable record it 



of the United States, 
a iu its shipbuilding 
a and has placed a 



i gain of over $2,G( 
The KEEL of th 
ind year by year 



tin- .^-aiidinarian. Amei 



Bank was laid < 



r $16,000,000.00. 

The Scandinavian American Bank has RIVETED its faith to the 
greatness, and is lending its efforts to further the big interests of 1 

We have BOLTED t'P TI1E BULKHEAD that "huts out pessimi 
Scandinavian American Back is as solid in sincerity and as finsn 
any bank in the- Pacific Northwest. 

■We are CAULEINQ THE SEAMS of overlapping business cone 
depositoTi aDd giving them sound financial advice and extending ( 



i of the Pacific Northwest. 

of prosperity never be 
inK. Establish credit and get 
i to Seattle in the future 
d by the Washington Bank LVposit 



taking advantage 
>re equaled in the 



Member Federal Reserve Bank 



Scandinavian American Bank 



Or«r $1«,OJO,00000. 



Alaska Building. 



Fig. 35 



85 



BANK ADVERTISING EXPERIENCE 




Fig. 36 
86 



PATRIOTIC 



BANK 



ADVERTISING 



Special Dun and Bradstnet Rtport on 

United States of America 

Incorporated 

Capital UNLIMITED 

Stockholders 100.000.000 People 

Assets 250 Billion Dollars 

Liabilities 8 Billion Dollars 

Earning 40 Billion Dollar* 



RESOURCES: 

Billions in Unplowed Acres 
Billions in Uncut Timber 
Billions in Un mined Ore 
Billions in Untouched Coal 
Billions in Untapped Oil 

Began business in ifuc— Incorporated July 4, 
1776— ABK.-SliCXl'SScxrrsnu-e.iinJ-iwBoiidj 
arc ihc -UKST INVESTMENT in the World. 

On the strength of this report we have 
subscribed to $2,500,000 of the 4% Lib- 
erty Bonds— and offer our services to help 
you obtain the World's Safest Securities. 



October 27th, » 



UNION TRUST COMPANY 

*-' T. * STATE V< STREET 



Safe Keeping of Bonds 

With Liberty bond owners 
up in the millions, the prob- 
lem of safe-keeping of these 
securities is a very real one. 
How a Pittsburgh, a Bridge- 
port and a Seattle institu- 
tion attempted to solve this 
problem for the people of 
their communities is shown 
by the three advertisements 
reproduced (Fig. 38). The 
First National Bank of New 
Haven, Conn., makes a free 
service offer, issuing to non- 
depositors who take advan- 
tage of it this form of receipt: 

"This is to certify that the 
First National Bank of New Haven 

received from 

of the Town of 

State of Connecticut, United States Bonds as follows: 

Serial No. of Bond 

Denomination 

Date of Issue. 

Due Date 

Rate 

Date of First Coupon 

"The above bonds are deposited with the Bank for safe- 
keeping, without compensation, as an accommodation to 
the depositor. The Bank agrees to use reasonable care 
in safeguarding said bonds, but it is not liable for loss or 

87 



Fig. 37. Unique 

, Connecticut, has 



BANK ADVERTISING EXPERIENCE 

damage resulting from theft, nor from fire or other causes 
not due to its negligence. 

"The Bank will at any time deliver said bonds to the 
above named depositor, or his legal representative, upon 
surrender of this receipt, and such identification as may 
seem to it reasonable, but shall not be required to demand 
further identification than the presentation of this receipt. 
The Bank shall not be required to re-deliver the identical 
bonds above described provided that it delivers bonds of 
the same amounts and of the same issue, with the same 
number of coupons to which the depositor is entitled. 

"In case this receipt is lost, bonds will be delivered only 
upon execution of a proper indemnity bond. 

"Dated at New Haven, Connecticut, this 

day of 19.. .. 

THE FIRST NATIONAL BANK OF NEW HAVEN 

By 

Signature of Depositor " 



Where Liberty Bonds 
Are Safe 



Unregistered Liberty Bonds 
are the same as money to 
thief. Put yours i 




, w ^ ,„,,„ ,»,- .-,<-., ,. JU , ££f g DEPOSIT 
Western National Bank BOXESl^^ 2 - 



We will keep your Liberty Bonds 
in our Safe Deposit Vaults Free of 
charge. 

The American Bank & Trust Co. 

859-865 East Main Street, Near-Barnum Ave. 



Liberty Bonds Stored 
Without Cost 




Liberty Bond owners are invited to use the vaults of the 
linavian American Hank" for the saf<-fc..|.i.is <.l lli-ir It t- « "I 

It is not. necessary that you have an account here to lake 



Liberty Bonds ; 



XBSOLITEI.Y SA 



valuable to 



aside and left to 



backed by the Wash- 



The Scandinavian American Bank 



AUaka Bide Second and Cherry 

SXATTLE. WASHINGTON 



Fig. 38. Protecting Liberty Bonds 
88 



PATRIOTIC 



BANK 



ADVERTISING 



Another variety of the patriotic bank advertisement is 
that all type and figures announcement of the Lake 
Street State Bank, Minneapolis (Fig. 39), concerning 
which Cashier Andrew Landgraf wrote: 

"Business men cut out the ad. and put it up in their 
show windows. In two days savings deposits went up 
$3,000/' 

Mr. Landgraf has reason to be proud of the progress 
his bank has made during his first year as cashier. The 
fact that this particular ad. "brought home the bacon/' 
illustrates again the old saying that you can't tell from the 
looks of a frog how far he is going to jump, as typo- 
graphically, the ad. 
leaves much to be 
desired. I imagine the 
attention-attracting 
heading is what did 
the business, appeal- 
ing as it did to the 
local pride as well as 
patriotism of Twelfth 
Warders. 

The Peoples Bank 
of Westboro, Iowa, 
advertised : 

"There are enemy 
aliens and there are 
native aliens. The 
American who does 
not do his part toward 
winning the war, who 
neither fights nor 
works, nor lends for 



12th Ward Leads City 

in Liberty Bond Subscriptions, War Stamps 
•Purchases, Red Cross Contributions 
in Proportion of Wealth 

AND HAS MONEY TO PUT IN 
Lake Street State Bank 



2716 EAST LAKE STREET. 



COMPARATIVE STATEMENT OF THE LAKE STREET STATE "BANK 
July 29. 1918. July 29. 1917. 



Capital Stock 

Undivided profits.. 



Accounts. 

Vnited States Deposits 16.781.60 
State of Minnesota 

Deposits 9,038.97 

Hennepin County 

Deposits 5,000 00 

Cashier's Checks 2,660.67 

Certified <_ hecks 45.25 

Total Deposits .. 



U. S. Bonds 

U. S. Certificates 

Due from Banks .. :m,oil 'u 
Cash 22.820.73 



5160.1119 40 

329.72 

-1.611.00 



Banking House Fur- 



.'.SfJ 17 



1L17.': 



I. F. COTTON. 



J. B. NEEL. 

Vice President 
ANDREW l.AMH.K \F. 
Cashier. 



DIRECTORS. 
H. S. BERGE J R LINDSAY 

ALEXANDER CARDLE ALONZO PHOilPS 
E. F. CRANDALL A. M. SCHMIULER 

HENRY HORSTKORTA , C. E. WOODWARD 



Fig. 39. This "brought home the bacon. 

89 



BANK ADVERTISING EXPERIENCE 



victory, is as much an alien to America's purposes and 
America's cause as the rankest Prussian interned in 
this country. This is a war of peoples as well as armies, 
and each individual has a place and a duty." 

The advertising by banks for the Fourth Liberty Loan 
is worthy of a long article in itself. There is space 
here to mention only a very few, of the ideas employed. 

The First National Bank of Brooklyn got a good 
position on a Liberty Loan ad., headed "Think of Our 

Boys Over There." 
In the Brooklyn Eagle 
it appeared as the 
only advertisement 
on a page giving the 
names of drafted 
men. 

The Mother of the 
Gracci told about 
her jewels again in a 
Liberty Loan adver- 
tisement of the 
Union National 
Bank, of Pittsburgh. 
The City Trust 
Company, of Buff- 
alo, N. Y., in an 
appropriate red* 
white and blue cover, 
issued the story of 
"The Woman with 
a Gray Shawl," be- 
ing a "sob-sister" 
a clever idea story of a true inci- 







n^f— ngssmn Bfe3± i - Mg *F3*-rs 


^E 








jttS; 










4Br 




I 






IT ui,?-' 














Visit Our Log Cabin 

It's in the lobby of the banking room. 










We ran across -a fine, and very old gentlemen, up Union- 
towD way who cut the trees and built it himself in regu' 
larion frontier fashion And he did himself proud. 










In one particular it is different from your log Cabin of 
history-book memory 




1 






You will find no portholes, bristling with breech-loading 
muskets, aimed at Indians by rugged coon-skinned 
pioneers 






[-'- 




But what you will find is a Liberty Bond Window, 

Fourth Liberty Bonds in defense of an enemy whose das- 
tardly acts would pur Sitting Bull to the blush. 




rtj 


g 




Get this straight, people. There is no passing the buck 
in this Liberty Loan business. It's your personal job, and 
and if you don't go the limit you are false to our boys in 
the trenches, and to every ideal for which America stands. ■ 




1 


l 


Tt\e 

RankofPittsbin^h 

■-/National lAjJociation^ 








f '. " "Wfc* - Jt-j-WIWfT" rviftL, Ji r 







90 



PATRIOTIC 



BANK 



ADVERTISING 



dent that happened at that bank. A poor old lady had 
been buying a $50 bond on the weekly payment plan. 
Upon making her last payment she refused to take 
the bond because she wanted to give it back to Uncle Sam. 

"The proper use of the Service Flag" is a booklet put 
out by The Old National Bank, of Spokane, Wash. It 
has a very ingenious "cut out" cover showing a service 
flag in a window. Concerning the booklet, Vice-President 
W. D. Vincent wrote: 

"It is being distributed locally to those most likely to 
be interested. Besides mailing them out direct, we have 
placed them on counters where flags are sold, and also 
wherever the soldier boys and their friends congregate." 

Three war-time bank advertisements of special interest 
are shown (Fig. 40) as follows: "Lusitania." This little 
memorial advertisement by The Union Trust Company 
of Pittsburgh is fine — like a little cameo set among the 




91 



BANK ADVERTISING EXPERIENCE 

coarser matters that fill the average newspaper page: "A 
Bank Behind the Battle-Line" is another work of art in its 
way and is in keeping with the high standard of advertis- 
ing now maintained by the Guaranty Trust Company of 
New York; "Ready! Aim! Fire the Big Gun!" is full of 
breezy Western spirit. It is hot from the pen of G. W. 
McClung, of Jewell, Kansas. 

"A slacker's reputation will not help your bank get busi- 
ness," advertised the Corn Exchange National Bank of 
Philadelphia, in a banking journal, and it continues, "Too 
busy is no excuse nowadays. One must take part in the 
various national campaigns. Do not tie yourself up with 
too much detail. You can use our well organized col- 
lection department to handle your items and have time 
for more important work." 




Photograph of the Steamer Dandelion 
Minneapolis Docks at 12:45 P. M. Tuesday July 3. 
1917. The arrival of this boat celebrated the opening 
of navigation of the Mississippi to Minneapolis. 
This photo was taken at our instance and reproduced 
here because we felt that our many friends throughout 



First and Security National Bank 

Minneapolis 



Fig. 41 

92 



PATRIOTIC 



BANK 



ADVERTISING 



Community Boosting 

The rivalry between Minneapolis and St. Paul is not 
confined to mere newspaper badinage, as I can testify after 
having lived several years in one of the Twin Cities. First 
St. Paul is ahead in something, then Minneapolis. Accord- 
ing to the photographic evidence in the advertisement of 
the First and Security National Bank (Fig. 41) Minneapolis 
is now ahead, the completion of the government dam hav- 
ing made it, instead of St. Paul, the head of navigation 
on the Mississippi. 

The Fidelity Trust 
Company, Baltimore, 
advertisement (Fig. 
42) is a splendid illus- 
tration of a bank 
helping the interests 
of all concerned by 
boosting its commun- 
ity . One of the finest 
series of industrial 
bank advertisements 
I have ever seen was 
run by the First 
National Bank of 
Portland, Ore. A 
group of them is re- 
produced herewith 
(Figs. 43-44-45) and 
they are commended 
to the attention of 
any other advertiser 
considering publicity 
of this kind. 




Fig. 45 



93 



BANK ADVERTISING EXPERIENCE 




Fig. 43 



94 



PATRIOTIC 



BANK 



ADVERTISING 






/ 



1 



Business as Usual— No. 6 

Our Eighteen Million 
Dollar Dairy 

AS A DAIRY state, Oregon is fast 
coming to the front. Last year our 
dairy products were worth $18,- 
740,000. This year it will be much larger. 

Portland has won National awards for its 
pure milk. Oregon cheese is sold coun- 
try-wide. The pure-bred, the silo, the 
cow-testing campaign, are bringing both 
quality and quantity in Oregon dairy 
products. 

This is one of our many industries that 
must continue to go forward. Greater 
opportunities await those who keep busi- 
ness forging ahead now. For fifty years, 
the First National has been a strong right 
arm to business development in the 
Northwest. 

Our Monthly Business Forecast and 
Trade Bulletin sent to those who re- 
quest it upon their business letterhead. 



First National B Am 

Fttrst for- three Generations 

Fig. 44 



95 



BANK ADVERTISING EXPERIENCE 




No. 3— The Hundred Mil- 
lion Dollar "Big Stick." 

LOGGING and lumber are doing their share in 
the great industrial activity which is sending 
new blood coursing through the Pacific North- 
west. 

In price and demand, lumber is at its highest point 
in five years. Shipbuilding and freight-car construc- 
tion are two of fixe new giants of industry consum- 
ing lumber in big quantities. The farm, the factory, the 
mine, the home-builder, are asking for our Northwest wctods, 
as never before. Oregon and Washington forest products 
this year will be worth a hundred million or more. 

Back of the expansion of business along sound, legitimate 
lines, the First National places its experience, its facilities 
and resources. The establishment of a strong bank connec- 
tion is an important step in the success of every enterprise. 



Me 



A request on your business stationery 
will bring our Trade Bulletin, published 
monthly. No obligation implied. 




Fitrst for- three Gerietreitions 



Fig. 45 

96 



PATRIOTIC 



BANK 



ADVERTISING 



Two advertisements are shown which had their origin 
in the new conditions created by the big development of 
shipbuilding at the port of Seattle (Fig. 46). That 
"Say Bill" ad. of the Puget Sound Savings & Loan Associa- 
tion is "there with the punch" (maybe it's the riveter) all 
right, while the Dexter Horton National Bank runs a good 
commercial bank ad., using increased industrial activity 
of Seattle as a text. 

Naturally ship building was the big war industry in the 
Far West and there were many bank advertisements 
dealing with that subject. Another good one is that of 
the Vancouver, B. C, Branch of The Home Bank of 
Canada. There are also two strong ones on the same 
theme by the Seattle National Bank (Fig. 47) . 




$22,311,011.49 
= BEHHEB EEBEBB nisuwe han 



Fig. 46 



97 



BANK ADVERTISING EXPERIENCE 




FARMERS (|<) DEPOSIT 

NATIONAL BANK 



Fig. 47 

They helped win 

the war 



PATRIOTIC BANK ADVERTISING 

Stimulating Home Industry 

There has been some excellent bank advertising which 
had as its theme the war-time industrial efforts of various 
communities. To my mind, there could be no better 
argument than these advertisements to convince any 
Doubting Thomas that bank advertising is essential, with 
the great need existing for the mobilization of financial 
and industrial resources. The very impressive series of 
the Corn Exchange National Bank of Philadelphia (Fig. 
48), while they advertise certain special industries and 
boost Philadelphia, cannot help but reflect great credit 
upon the bank and bring it substantial results. Notwith- 
standing the friendly gibes which are sometimes directed 
Philadelphia-ward, we are all mighty proud of the City 
of Brotherly Love, Independence Hall, the Baldwin 
Locomotive Works and The Saturday Evening Post, and 
it is just such substantial facts concerning its industries 
as are brought out in the Corn Exchange's advertisements 
that tend to make the rest of us respect Philadelphia as 
we do. 

In Pittsburgh, it is the Farmers Deposit National Bank 
(Fig. 47) that has taken the lead in the matter of calling 
attention to its city's wartime industrial activity, though 
it has not gone into detailed descriptions of special indus- 
tries, contenting itself with more general statements, such 
as those contained in the advertisement headed, ' 'Pitts- 
burgh, the New World Center of Industry." The average 
size of this series of advertisements was about two columns 
by 110-lines, whereas the Philadelphia advertisements 
were about three times as large. 

Concerning the group of Los Angeles advertisements, 
(Fig. 47) Frank Wilson, manager of the Publicity De- 
partment of the Guaranty Trust & Savings Bank, wrote: 

99 



BANK ADVERTISING EXPERIENCE 

"I am enclosing you proofs of three ads., part of a 
series of six, that this bank is now running in the local 
dailies. The illustrations, as you will note, are such that 
will make a general appeal. They are of the best work- 
manship and drawn exactly to actual conditions. The 
copy interests the man on the street and the business man. 




Fig. 48. This is wonderful advertising 



PATRIOTIC 



BANK 



ADVERTISING 



Such instructive ads, are sure to be read by the large 
majority of newspaper readers. 

"The banking copy is contained in a few words, just 
sufficient to close with the name of the bank impressed on 
the reader's mind. I have received numerous compli- 
ments on this series by local ad. men, the City, and the 
Harbor Board of Los Angeles, hence I pass these copies 
along to you for the benefit of some other 'harassed' ad. 
men. They may be able to adapt these to conditions in 
their vicinity." 

In Seattle and Oakland there are thousands of shipyard 
workers and undoubtedly they will all be kept busy at 
good wages in peace time as they were throughout the 







mmssm^v^x*#m 



\s^smo^^!sspM 



MSMNMtfHn 



Fig. 49 



101 



BANK ADVERTISING. EXPERIENCE 

war. Consequently, to feature this great industry as the 
Central National Bank and the Puget Sound Sav- 
ings & Loan Association have done is very good ad- 
vertising (Fig. 49). Such advertisements not only interest 
the shipbuilders but every other class in the community. 
And this principle applies generally. For instance, an 
advertisement headed 'To Stenographers" would be 
read not only by the young women who wield the 
notebooks and thump the typewriters, but also by thou- 
sands of others who would be impelled to do so through 
curiosity as to what was being said to stenographers. The 
Oakland, CaL, advertisement was meant to appeal to 
bankers throughout the country. 

Unusually strong advertising is being done by the Ladd 
& Tilton Bank, of Portland, Ore. I take pleasure in 
reproducing some of the advertisements (Figs. 50, 51, 
and 52) concerning which George E. Hall, wrote me: 

'These are general newspaper ads. run in the morning 
and evening papers. In addition we run smaller ads. 
in a number of weekly and monthly papers covering this 
section, and in these adapt the copy to the character of 
the paper in which it is to appear." 

Peace Advertising 

The coming of peace brought new problems and new 
opportunities in the business world. It also put a 
somewhat different aspect on bank advertising — not so 
much a change of method as a change of direction. The 
war had a stimulating and beneficial effect on bank adver- 
tising in that the size, force and frequency of the patriotic 
advertising in behalf of the Government and the various 
war work and welfare activities was in itself an education 
in good advertising. Banking institutions whose director- 

102 



PATRIOTIC BANK ADVERTISING 

ates, before the war, would have been scandalized to have 
seen such advertising over the signature of their bank or 
trust company, have come to accept these progressive 
methods as a matter of course. Such directors still believe 
that the dignity of a bank is something sacrosanct, but 
they have come to realize — having seen the satisfactory 
results of the advertising — that large space, good typog- 
raphy and illustration are not necessarily incompatible 
with dignity. 

The problem today is how best to use the advertising 
of your bank to promote the best interests of the deposi- 
tor, the community and the nation in "the piping times 
of peace" now at hand. To do this rightly needs vision. 
Charles S. Calwell, president of the Corn Exchange Nat- 
ional Bank of Philadelphia, who for ten years past has 
been handling personally the advertising of his progressive 
bank, looks at publicity problems in a broad way and 
he gets right down to fundamentals. On October 29, 
1918, The Corn Exchange, published by his bank, was a 
special after-the-war number. It contained a symposium 
of views by leading' business men concerning the new 
conditions that peace is bringing, together with this 
statement by Mr. Calwell himself: "The hope of 
the nation after the war will be in our strong agricultur- 
al position. 

"We will have an abundance of fertilizers. Potash 
from Alsace-Lorraine will likely come, via France, on 
most favorable terms. Our sulphuric acid supply will 
be enormous; our phosphate rock is unlimited. With 
plenty of fertilizers, we could double the production of our 
crops. 

103 



BANK ADVERTISING EXPERIENCE 



"While our foreign merchandise trade is evolving — 
while our legislators are waiting for more light — the 
farmer will protect the trade balance. 

'The nations of the world must be fed." 
The National Bank of the Republic of Salt Lake City 
was "right on the job" with its first peace advertisement, 
reproduced herewith (Fig. 53). This advertisement con- 
taining easily recognizable portraits of President Wilson, 
David Lloyd George and others, seated around the peace 
table, appeared in the newspapers the next day after the 

premature and erron- 
eous announcement 
of the signing of the 
armistice with Ger- 
many. Inasmuch as 
the armistice was 
signed very soon 
thereafter the adver- 
tisement was entirely 
opportune and to 
have it ready showed 
commendable enter- 
prise on the part of the 
agency responsible 
for that bank's adver- 
tising. The Baltimore 
Fig. 50 Trust Company was 

even earlier in the field with a peace advertisment, telling 
about the "big work ahead," even while the fighting was 
going on. 

Facts for Patriotic Advertisers 

Some points that the Government and the banks em- 
phasized in the war-time advertising were the following: 

104 




We arc glad to talk over 
business as well as fin* 
aneial problems with 
those of our depositors 
who request this 
ice. Please feel free to 
consult us in confidence 



A LADD 



LADD&TlLTONJBffiSK? 

O/dest in the A/orthurast • - 

WashmgtoriTdnd Third Street^ 



PATRIOTIC 



BANK 



ADVERTISING 



Until the restrictions on imports and exports went 
into effect, we were all using certain luxuries brought to 
us, in part or in whole, from across the water. This used 
tonnage. Having realized that it is just as bad to have a 
shipload of materials used up unnecessarily for mere 
individual gratification as to have the cargo destroyed 
by an enemy mine or submarine, we found that we 
could do without those luxuries, and also stop using other 
luxuries made here in America, and by giving them up 
release labor to work on ships which were so badly needed. 



Goods and Services 

"The gospel of 
labor and mate- 
rials/' or "goods and 
services" was the 
thing which took 
this matter of thrift 
out of the old semi- 
sordid and selfish at- 
mosphere which for- 
merly clung to it and 
raised it to a higher, 
more patriotic and 
altruistic level. 

The fundamental 
principle underlying 
war-time thrift is 
the release of labor and materials for the war needs of 
the Government. The all-important business of our 
Government was war, and until the war was won, all 
other business had to be regarded as merely incidental 
to the main consideration — that of removing the greatest 




Fig. 51 



105 



BANK ADVERTISING- EXPERIENCE 



menace of all time to the free institutions of the earth. 
Now, it was clear that if the Government was to get the 
goods and services it needed for the successful prosecution 
of the war, some one else had to do without them. 

We must not overlook the fact that when we spend 
money we are commanding both goods and services. For 
instance, when I pay one dollar for a taxicab I not only 




OFFICERS 

W. M. Ladd, President 
Edward Coohingham. V.Pres. 
Isaac D. Hunt. Vice-Pres. 
W. H. Dunckley. Cashier 
Robert S.Howari.AssI CasKr 
J. TV. Ladd, A SSI Cashier 
Waller M. Coo*. Asit Cashier 
Vest. Atst Cashr 
uel L. Eiiy. j 



ON THIS, the Fifty-ninth Anniversary of 
the founding of the Ladd & Tilton 
Bank, the officers of this pioneer institution, 
oldest in the Northwest, believe it fitting to 
extend to its many depositors, and others 
interested in its welfare, their sincere thanks. 
With due appreciation of the continued 
patronage which has made possible the rec- 
ognized success of this bank, they offer, the 
facilities of this sturdy financial pioneer, 
confident in its ability and willingness to 
serve the community. 




Fig. 52 

106 



PATRIOTIC 



BANK 



A D V E R T I S I N G 



get a ride for a certain distance, which, in New York City 
at least, is not very long, but I also get the services of the 
chauffeur for that limited time. I likewise have the use 
of the materials in the vehicle. I am paying my share of 
the cost of the labor used in its manufacture and sale, 
perhaps — in the 
case of a taxicab 
— its repeated 
sale. 

Carrying the 
analogy further, 
if I go without a 



There's Big 
Work Ahead— 




The American and Allied An 
are battering their way to vie 
these days with speed such as 
never before been possible in 
war. 

Whether final victory — and 



year, it will bring >nlh it proble 
work, as big as any that have be 
during the years of war. 



Hundred* of mJlrtn. < 



;£bdV 



which chaJl make 



/Men ouun*« men. who *ajf be prepared and wil' 



co-operate in wiving your financial o. oih-r 

P^~ ~k« «■* « o-.-~.~n well „,, h 

The Baltimore Trust Co. 

25 E. Baltimore Street 

Member Federal Reserve System 

Branches: 

12-14 E. Pratt Street 
Cut.m At., .nd 3d St. 
BeJUmor. and Commerce 



Peace-and then what? 



With the glorious dawn of peace, statesmen 
and business men the world over are asking, "What car. 
we do to get ready for the reconstruction period?" 

How about YOUR business?" Are you putting it 
in.such a shape that you will be able to take care of the 
increased trade which will follow the removal of war restrictions, 
and to create new jobs, for the victorious boys of Utah wher. they 
return from France' 



No factor of peace preparedness is more impor- 
tant than the establishment of a substantial banking 
connection. When the time arrives for speeding up the growth 
of your business to meet the demands of peace, the neccssaiy funds 
should be immediately available. 

The National Bank of the Republic is a 

business man's bank and is admirably qualified 
to take a prominent part in financing the comiug recon- 
struction in Utah's industries/ 

Avail yourself of our experience and excep- 
tional facilities, and of our. warm, humanized 
banking policy Come in today and discuss your pence 
problems with our officers. 

National Bank of the Republic || 




J 



Fig. 53 
Al! ready for peace 



107 



BANK ADVERTISING EXPERIENCE 

suit of clothes which I do not need, and instead put the 
money into a War Savings Certificate or a Liberty Bond, I 
give the Government control over the wool, or shoddy as the 
case may be, and over all the productive factors between 
the sheep's back and mine. But if later I sell my bond and 
spend the proceeds, I at once begin to compete with the 
Government for goods and services to just that extent. 

One individual economizing in this way would not do 
much good, nor would the economy of a few score or a few 
hundred persons amount to much, but when millions of 
our fellow-citizens learnt this lesson and practised it there 
was a great reduction in the ordinary demands upon 
the industrial machinery and transportation facilities of 
the country and this helped the Government to marshal 
all available resources and concentrate upon the 
production and transportation of those things which 
were imperatively required for the army and navy. 

Trie Folly or Competing Against tne Government 

It was well nigh useless to turn over to the Government 
the means of buying materials and hiring labor with which 
to produce the necessities of war and then by unrestrained 
spending compete against the very money we provided. 
This is what took place when a bond or certificate was 
traded for merchandise. 

As outlined by the Federal Reserve Board, the right 
method of investing in war loans is about like this: 

If I buy Government securities by giving up the pur- 
chase of a pleasure automobile, the Government can buy 
a military truck with the same money, and the labor and 
capital which would have made the pleasure car for me 
will make the truck for the army instead. 

108 



PATRIOTIC BANK ADVERTISING 

The wrong method is employed if I insist upon buying 
that pleasure car and so can buy the Government securities 
only by borrowing the money at a bank. When I do this, 
I sacrifice nothing out of current-money income. I have 
simply increased the money income of the Government. 
The bank which lends me the money does so by writing 
down a deposit to my credit on its books, which deposit I 
transfer to the Government. It provides purchasing 
power without providing or releasing anything to be 
purchased. The result is that instead of labor and capital 
turning from the making of pleasure cars to the making of 
motor trucks they are called upon to make both. I give 
the Government my check to buy the truck, but at the 
same time I enter the market to prevent the Government 
from getting it. In short, by my paper subscription, I 
appear generous to the Government, but I am selfishly 
refusing to make the actual sacrifice. 

The Liberty Loan and W. S. S. Campaigns 

While the ultimate object of the Liberty Loan cam- 
paigns and the campaign for the sale of the United States 
Thrift stamps, the War Savings stamps and Certificates 
was the same — getting funds to enable the Government to 
carry on the war — there was some difference in the im- 
mediate purposes and in the methods used in attaining 
them. 

The primary object of the Liberty Loan campaigns was to 
secure vast credits needed by the Government in carrying 
on the war. The bulk of these credits came from large 
subscriptions of banks, corporations, and big commercial 
and industrial interests. But there was also a secondary 
object — namely, to stimulate the patriotism of the people 

109 



BANK ADVERTISING EXPERIENCE 

and to make them willing to sacrifice for the sake of their 
country. 

On the other hand, the primary object of the War Sav- 
ings plan was to stimulate patriotism by making it easy for 
practically every man, woman and child in the country 
to help the Government and to have a direct personal 
financial stake in the successful outcome of the war. 

Inasmuch as the War Savings plan made savings of 
even twenty-five cents desirable, it served a very beneficial 
purpose in educating the great masses of people to the 
necessity of the saving not only of money, but of the things 
that money pays for and that our fighting forces had to 
have without delay or interruption. 

Another special object of the War Savings campaign was 
to build a broad foundation for the national habit of thrift 
which must be the basis for our future economic safety 
and prosperity. 

In short, the Liberty Loan campaigns were primarily drives 
for subscriptions, while the War Savings work was first of all 
a thrift educational campaign, but it was also a means of 
providing $2,000,000,000 a year for the Government out 
of the current earnings and savings of the people. 

The money to pay for the war is going to come out of 
the people anyway, but as far as the individual citizen is 
concerned, it is infinitely better to lend money to the 
Government than to give it the money in taxes. Jesse 
Lynch Williams put it clearly this way: ' 'Liberty Bonds 
are like volunteering. Taxes are like the draft. The 
fewer the volunteers the larger the draft. The fewer the 
bonds the higher the taxes. We've got to get the men 
and we've got to get the money. And, don't worry, the 
Government will get both. Uncle Sam isn't arguing with 
us; he's just telling us." 

110 



PATRIOTIC BANK ADVERTISING 

Some persons raised the objection that so much thrift 
would hurt business. It meant a re-adjustment of busi- 
ness, but we can scarcely conceive of hard times while the 
Government was spending nearly twenty billion dollars in 
one year. However, the business of peace could not go 
on as usual. The idea that it could was an exploded 
fallacy. It simply couldn't be done. We hadn't the ma- 
chinery nor the labor and we could not get them. Besides 
our four million or more men under arms were withdrawn 
from productive enterprises. While in training or serv- 
ice they produced nothing, but they consumed a great 
deal. There is nothing in the world more expensive than 
maintaining a great army in the field, especially if it is on 
the fighting line. The demand for supplies and every- 
thing else was tremendously great. And in addition to all 
this, was the fact that in all the belligerent countries of 
Europe fully 100,000,000 men were removed from ordi- 
nary industry by death or crippling, or by the fact that 
they were under arms or doing war work back of the lines. 

1 ke Example or Our Allies 

H. Gordon Self ridge, the former Chicago merchant, now 
the proprietor of the largest retail store in London, gave 
a graphic account of war-time thrift in England. ' 'English' 
business has been entirely readjusted to a war basis," said 
Mr. Selfridge. " England tried to muddle through the 
first year of war on a business as usual program, but we 
soon found that the Government's demands on our indus- 
trial resources were so enormous that we could not meet 
them and at the same time continue to produce all the 
things we were accustomed to have before the war. 
No business man in England today advocates liberal 
individual spending, because it is now realized that such 

111 



BANK ADVERTISING EXPERIENCE 

spending for personal needs means one of two things — 
either an exhaustion of the necessities of life at a time of 
threatened famine, or else the selfish employment of labor 
in luxury production when it ought to be devoted to 
necessity production. Luxury business has ceased in 
England. The women no longer buy elaborate gowns. 
There hasn't been a big social function in London since the 
Germans invaded Belgium. Motor riding for pleasure 
was long ago abandoned because the gasoline is needed in 
Flanders and the chauffeurs are wanted at the front or in 
the factories. For nearly two years not a single new 
automobile has been made in England, excepting for war 
work. This drastic curtailment of certain lines of produc- 
tion has not hurt business. It has merely resulted in a 
shifting of labor and business activity from the less 
essential to the vitally essential industries.' ' 

Our own war savings movement meant that the people 
of this country were given an opportunity to prove 
themselves worthy to stand by the side of our European 
allies, who for years before we came in made unheard of 
sacrifices. Englishmen, Frenchmen and Italians were 
asked to do without many things which before were 
regarded as necessities. And then we were asked to get 
along with less food, to economize in clothes, shoes, oil, 
coal, and in the thousand and one things required by our 
army and navy and those of our allies. 

The Course of a Dollar Saved 

Former Secretary of the Treasury McAdoo, who handled 
the biggest financial task ever placed on the shoulders of 
one man, pointed out the course of a dollar saved from 

112 



PATRIOTIC BANK ADVERTISING 

waste and invested in Government bonds: First, it goes 
to the Government as a loan for the war; second, it is 
expended by the Government for food, clothing, and 
ammunition which go directly to soldiers and sailors whose 
fighting strength is kept up by the food, whose bodies 
are kept warm by the clothing, and whose enemy is hit 
by the ammunition. It has not been expended in the 
purchase of needless food and clothing for the man at 
home and can be loaned to his Government at interest, 
with resulting benefit to himself and to his country. 

A hoarded dollar represents idle power; a wasted dol- 
lar represents wasted power; a dollar invested in the 
United States Government represents power saved, labor 
saved, and materials saved — it represents power, labor 
and material in action, on the firing line, over the top — 
and more, it represents reserve power, energy stored, 
purchasing power conserved and for its owner to use 
later on. 

Our Vv hole Future Was in the Balance 

President Wilson said in an address to farmers 
during the progress of the war: "Every man 
in every business in the United States must know 
by this time that his whole future fortune lies in the 
balance." Upon an earlier occasion the President put 
the subject of country- wide economy and thrift into the 
foreground of national duties when he said, "This is the 
time for America to correct her unpardonable fault of 
wastefulness and extravagance. Let every man and 
every woman assume the duty of careful, provident use 
and expenditure as a public duty, as a dictate of patriot- 
ic 



BANK ADVERTISING EXPERIENCE 

ism which no one can now ever expect to be excused or 
forgiven for ignoring." And he also said: "Not 
many fortunate by-products can come out of a war, but 
if this country can learn something about saving, it will 
be worth the cost of the war; I mean the literal cost of it 
in money and resources." 



114 



The Banker and Tne Farmer 

Banks Helping to Increase 
the Food Supply 



117 



CHAPTER IV. 

THE BANKER AND THE FARMER- 
BANKS HELPING TO INCREASE 
PRODUCTION 

^^=^HE country banks, located as they are on the firing 
KjjJ line of the fight for greater production of foodstuffs, 
are now making strong offers of co-operation with farmers. 
Some of the larger Western banks have agriculturists 
regularly attached to their staff. Notable among these 
are the First National Bank of St. Paul, referred to in 
Chapter I, and the Live Stock State Bank, of Portland, 
Ore., whose agricultural department gives its entire 
attention in assisting bankers to develop their agricultural 
resources. Country banks are helped to- 
Secure a county agent. 

Bring in pure bred live stock and sell it to farmers on 
easy terms. 

Encourage construction of silos by offering to loan 
money to build them. 

Interest boys and girls by forming calf clubs, pig clubs, 
corn contests, etc. 

Help farmers to keep books. Offer them facilities of 
the bank in making receipts and expenditures. 

Use newspaper advertising space for the promotion 
of better agriculture. 

Take an interest in the school situation in the com- 
munity and better leases with landlords and tenants. 

119 



BANK ADVERTISING EXPERIENCE 



Arrange rest rooms in the bank for farmers' wives 
and families. 

Have an agricultural exhibit. 

Have a table for agricultural literature and distribution 
of bulletins, etc. 

Keep a scrap-book on file for clippings of agricultural 
information. 

Have authentic information easily accessible on mar- 
kets, etc. 

Institute a credit rate sheet. 

Advise on animal diseases and their control, better 
methods of feeding, care and management. 

Arrange an exchange bureau for the distribution of 

live stock, etc. 

Encourage the use 
of pure bred animals. 



C orn- G rowing 
Contests 

The First National 
Bank of St. Paul in- 
augurated a plan of 
prize corn-growing 
contests, with an 
autumn corn show in 
the lobby of the 
bank, the exhibits 
consisting of the best 
specimens of corn 
grown in the various 
counties of the states 
traversed by the 
Great Northern Rail- 




Farmers and the New Banking System 

The Federal Reserve Banking System estab- 
lished by the government, with its thousand 
million dollars of combined resources, stands 
back of the grain fields and assists its member 
banks in taking care of the farmers. 

Our membership in this system gives us 
special facilities for enabling farmers to plant, 
gather and store their crops. 

The next time you come to town stop in and 
let us tell you how this new system enables 
us to help you. 



(Name of Bank to be 
Inserted Here) 



One of a series put out by the Federal 
Reserve Bank of New York 



120 



THE BANKER AND THE FARMER 

way. By voice and pen James J. Hill was constantly 
urging the bankers and farmers of the Northwest to co-op- 
erate in the effort to improve agricultural methods and 
thus increase the productivity of the farms, and eventually 
the freight and passenger income of his railroads. 

Country banks and bankers, north, south, east and 
west, are carrying out this idea of helpfulness in many 
ways, encouraging real thrift and better farming by 
organizing corn, tobacco or potato-growing contests, dis- 
tributing helpful literature, etc., according to the nature 
of the products of their region. 

The ' 'Banker-Farmer" platform, as promulgated by 
the Agricultural Commission of the American Bankers 
Association, is as follows: 

Citizenship, 

Co-operation, 

Better Schools, 

Better Roads, 

Farm Demonstration, 

Soil Fertility, 

Better Tenancy Methods, 

Community Building, 

Farm, Home and Church, 

Rural Credits, 

Marketing and Distribution. 

Pig Gluts 

Banks in North Carolina are assisting the co-operative 
extension work in agriculture and home economics con- 
ducted by that state. 

A specific thing is the 'Tig Club" plan whereby boys 
and girls in the rural sections are encouraged to raise pigs. 

121 



BANK ADVERTISING EXPERIENCE 

T. E. Browne, agent in charge, made this statement 
concerning the work: 

"We have enrolled in the Pig Clubs of the state to date 
practically 1,400 boys and girls, most of whom have pure- 
bred pigs which they are feeding according to the most 
scientific methods of swine growing. We are impressing 
upon these boys and girls especially the importance of 
giving the pigs a diversified diet by growing for them 
various green crops. We are also teaching them the 
importance of clean quarters and sanitary precautions. 

"It is very inspiring to see the interest these boys and 
girls are taking in their pigs. One of the agents gives 
these quotations in his report: 'One mother said, "My 
boy feeds his pig four times a day and has to see that it 
is asleep every night." Another mother said, "I am so 
glad my boy is taking an interest in the club work; I 
want him to be a farmer, not a cotton grower/ " 

"We have two plans by which these pigs are furnished, 



Can We Help? 

did it before. 

or need planting seed or feed 
Kelp to get them, talk w.th us. 
ready and anxious to help you. 

We are ready to help you diversify in 
any way we can. 

Lew i S viUe State Bank 

"The Bank on the Cornel" 



Self -defense is the first law of nature; 
Food is the first essential of life. 
Cotton has heretofore provided the means; 
The boll weevil has invaded and destroyed 
this crop — 

Our defense is diversification. 

A garden, poultry, milk and butter, feed stuff, 

live-stock and grain means defeat of the 

weevil. 

SUSTENANCE AND LIFE 



First National Bank 

Sylacauga, - . Alabama 



Good "Farmer" Ads. 

122 



THE 



BANKER AND 



THE 



FARMER 



the boy entering into a contract with the bank to this 
effect: First the boy is furnished a pig upon signing a 
contract to return to the institution two pigs not under 
eight weeks old, from the first litter, these pigs to be given 
to two other members on the same condition. The other 
plan is, that the boy give his note to the institution to be 
paid in the fall with six per cent interest. In both cases 
the bankers have agreed that if the pigs die because of 
some condition over which the boy has no control they 
will cancel the notes or contracts." 

Cashier R. B. Crowder of the Farmers & Merchants Bank 
of Henderson, who is 
especially enthusias- 
tic over the Pig Club 
work, says that the 
bank gets benefit 
from the word-of- 
mouth advertising of 
the club members, the 
news comment in the 
papers, and from the 
fact that the habits 
of thrift developed by 
raising and selling the 
pigs, together with the 
close contact with the 
bank ; make the chil- 
dren good prospects 
for the savings depart- 
ment in the present 
and good general bank 
customers for the 

future. Fig. 54. Producing pork for Pershing 

123 



JOIN A PIG CLUB 

Boys and Girls! Are you 
behind Uncle Sam? Our 
comrades in the trenches 
are giving their lives for us 
—Let's raise pork for them 
—and make a profit too. 

HOW TO BEGIN: Tetl your teacher, principal, or write the 
county superintendent of schools or to us, that you want to raise 



After securing a hia 

have them properly filled out. 



j.Dd note from one of these people. 



If you need money "to buy a pig, bring the not to us and we will 
give you the money, and help you" secure the pig if necessary. 

We will then enroll you for instruction with the Boys 
and girls club department of the U. S. Dep'_ of Ag- 
riculture to receive full instruction and help. You 
will make a profit for yourself this fall and be able 
to help the nation in this cr«at war. 

Come in and ask us about the Pig Club 



WEISER, IDAHO 



BANK ADVERTISING EXPERIENCE 

In the opinion of Uncle Sam, the raising of pigs was so 
important that he called upon 200,000 girls and boys to 
raise porkers for market. The appeal was heeded by farm 
boys and girls who were encouraged by their local banks 
to tackle the job of providing their share of the pork prod- 
ucts that had to be shipped to our army and the Allies in 
Europe. 

How many banks did this is shown by the advertise- 
ment of the First National Bank of Weiser, Ida. (Fig. 
54.) The Fidelity Trust Company, of Kansas City, Mo., 
has collected from all over the United States a display of 
bank advertising, especially the plans and experiences of 
banks that have had calf, pig and sheep clubs, corn ex- 
hibits, etc. Visiting bankers are invited to stop off and 
inspect this bank advertising exhibit when they pass 
through Kansas City. 

Stock Raising 

I know a small-town banker in the State of Washington 
who became convinced that the farmers of his territory 
could profitably raise more cattle and sheep because there 
was plenty of suitable grass and range for grazing pur- 
poses. 

So in his advertising space in the semi-weekly news- 
paper of his community he decided to conduct a campaign 
of education on the subject. He enlisted the services of 
the bank advertising agency in St. Paul with which I was 
connected at the time, and we sent to the Superintendent 
of Documents at Washington, D. C, and secured many 
of the bulletins on cattle and sheep raising issued by the 
Department of Agriculture. From this material we were 
able to prepare a good series of advertisements addressed 
to the farmers of this banker's community. In each of 

124 



THE BANKER AND THE FARMER 

the advertisements the bank offered to lend money to 
any responsible farmer for the purpose of adding to his 
live stock. 

I know of an Idaho bank cashier who obtained the 
names of 500 farmers receiving pay checks from a local 
beet sugar factory. Shortly before check day he sent out 
to each of these farmers a facsimile typewritten letter 
telling them of the safety and service of his bank, suggest- 
ing that they start a checking or savings account with 
their sugar check but offering to cash it for them free in 
any event. As a result of this one letter he opened over 
thirty new accounts at his bank. 

Rural Bank Advertising 

The cashier of the Glendale State Bank, Glendale, 
Ore., H. W. Ticknor, wrote: 

"It is with keen interest I turn to the pages of your 
department upon the arrival of The Burroughs Clearing 
House each month. The many ideas there set forth with 
the model ads. reproduced give me much food for thought 
and incentive to turn out something fitting our condition 
and location — a small bank in a rural community. 

" 'But their number is thousands, and their power 
great' is the terse sentence on another page in your cur- 
rent number, referring to 'these real country banks of 
America.' So please bear us in mind from time to time 
in your comment. 

"I am enclosing some copy which we have used recently, 
and, while it may lack the finish of the metropolitan 
product, yet it brings inquiries and results. I trust your 
department will be continued for the good of us all." 

I am very glad indeed to reproduce one of Mr. Ticknor's 
advertisements (Fig. 55). It speaks for itself, being 

125 



BANK ADVERTISING EXPERIENCE 



friendly and to the point. It also has the supreme merit 
of being a "puller." 

In compliance with the request of Cashier John A. 
Wright of the Security State Bank, of Lake City, Minn., 
I criticized his bank's advertisement (Fig. 56) as follows: 

"Your advertisement ought to appeal to the prosperous 
farmers of your section. Perhaps it would have been bet- 
ter had your bank emblem been used at the bottom of the 
ad. alongside of the name of your bank. This would have 

given you more room 

Farmers and j t0 di % lay "^ 

mg Buy Liberty 
Mock GrOWerS I Bonds and send your 



dollars to the front. 3 
The three black lines 
at the side are a little 



£ We are not in the market to buy your produce. 

I But we shall be pleased to extend liberal ac- | r Y}\Q three black lines 

£ commodations in the way of loans if you are "" 

i» not ready to sell. We are also making an effort 

| to keep posted on the latest market reports. If X foO 17111 oh A S0171P- 

* we can serve you in any way, we will be pleased, t 

I I what smaller and 

| We do everything a Bank is expected to do. I more artistic display 

I The Glendale State Bank I would nave been 
| glendale, oregon § better and just as 

Fig. 55 I have heard of a 

rural bank cashier in the East who owns a Ford auto- 
mobile and an Eastman kodak, both of which he uses in 
pushing the business of his bank. Saturday afternoons 
he rides around the country and gets acquainted with 
his parishioners, so to speak. He takes snapshots of 
their homes, barns and blooded stock, to say nothing 
of their children, and he takes care that they receive prints 
of the pictures free. He talks over the crop prospects 
and makes himself as agreeable as a politician looking 
for votes. 

126 



THE 



BANKER AND THE FARMER 



BOY LIBERTY BONDS. SENB YOUR DOLLARS TO THE FRONT 




The editor of The Home Bank Monthly, issued from the 
head office of The Home Bank of Canada, wrote: 

"We are sending you under separate cover s.amples of 
advertising done by The Home Bank of Canada. This 
bank has been using terse phrases in connection with the 
Thrift campaign and the matter is therefore more concise, 
and the advertising space is smaller than used by Ameri- 
can institutions. 
The calendar for 
1918 was printed in 
London, Ontario, 
and is designed for 
distribution among 
the farming and 
rural communities. 
This element of the 
population in Can- 
ada prefers large 
calendars to the 
smaller novelty 
effects used in the 
city. We also send 
you a copy of The 
Home Bank Monthly 
which contains an 

interview on adver- Fig. 56 

tising that will give you an idea of the conservative 
element we have to consider in mapping out newspaper 
publicity for a Canadian chartered bank. We hope this 
material will be at least in part as interesting to you as 
your articles have been to us." 

I am reproducing one of the snappy little advertisements, 
(Fig. 57) and commend especially the strong black letter 




To All Loyal Citizens of 

YOU CAN SERVE YOUR COUNTRY AT ONCE— and serve 
ber well— with your DOLLARS. The Liberty Loan Bonds 
now being purchased by Minnesota's citizens offer you 
the opportunity you havo desired. 

Let it be said in years lo come that every man. women and 
youngster in this community responded quickly to the 
Nations financial call. 

The LIBERTY LOAN BONDS represent the safest invest- 
ment in the entire world- "Buying A Bond" is not 
spending money. — h is loaning money to Uncle Sam. 
Every dollar invested in the Liberty Loan. Bonds helps 
win this great world conflict for world liberty. 

This Bank urges every American citizen who can possibly 
do so, to "buy a bond" 

This is YOUR war. The Liberty Loan is YOUR loan. It 
will feed, equip and maintain YOUR Army and YOUR 
Navy. And THIS IS YOUR OPPORTUNITY to send 
YOUR dollars to the front and thereby do YOUR ahaxa 
to bring Victory to YOUR Nation.' 

This Bank will assist you in the purchase of YOUR Liberty 
Loan bonds without charge or profit 



wot in bringing home -to others the important neceas- 

l Liberty Loan Week. 

lyone desirinir to purchase one of the smaller bonds 
making monthly payments through this bank; may 
so. This makes it possible for nearly every mair 



SECURITY STATE BANK 



127 



BANK ADVERTISING EXPERIENCE 

used in the signature. The house organ is a publication 
of real interest. The thrift sayings on the monthly 
sheets of the calendar ought to be stamped indelibly upon 
the minds of those who see them every day for a month. 
Speaking of Canadian bank advertisers, another good one 
is the Union Bank of Canada, which inserted the repro- 
duced advertisement in a number of newspapers in the 
United States in an effort to interest American capital. 

The Farmer s Savings Account 

A. D. Pringle, of the Preston, Ont., branch of the 
Merchants Bank of Canada, wrote me in part as follows: 

"I am enclosing for your criticism a set of twelve short 
advertisements that I am using monthly in our local 
paper, a booklet which has been adopted by our bank quite 
generally, and an individual card. The latter is placed 
in the pay envelopes of the different factories, and is, I 
think, giving fairly adequate results. The booklet is 
handed to customers personally. I have tried to embody 
the savings idea in simple language that will appeal to 
the saving class among our mechanics, storekeepers and 
farmers." 

One of Mr. Pringle's newspaper ads. reads: 



500 American Factories 

have been established as branches in Canada in the last 
seven years with an estimated average investment of 
$300,000 each, or a total of $150,000,000. This is con- 
clusive evidence of what American manufacturers 
think of the opportunity for growth in the Dominion. 

The Union Bank of Canada has 310 branches and 
agencies throughout that country, and will furnish 
information regarding sites, labor conditions, trans- 
portation facilities, etc., to American firms seeking to 
locate branches or factories in Canada. 

Union Bank of Canada 




HomeBank'Canada 

66 A man who gives his children 
habits of thrift provides for 
them better than by giving them 
a fortune. 99 



Fig. 57 



128 



THE BANKIR AND THE FARMER 

' 'Economy on the Farm 

"No farmer who conducts his business without economi- 
cal operation can be efficient. He and his family must 
drag out a species of half-living in place of definite 
comfort. 

"One very certain evidence of success, and one that 
you may watch grow from week to week, may be found 
in the opening of a savings bank account. 

"No doubt this may be very hard work, but the disci- 
pline is excellent, and however hard it is for you to save 
the first $100, the necessary resolution will benefit you 
many times the worth of the money." 

It's a good ad., but some of it seems rather "highbrow" 
for rural readers. For instance, wouldn't that first 
sentence be better if translated into the vernacular, 
thus: "A farmer can't get the most out of his farm until 
he stops all kinds of waste." 

Banking oy Mail 

From Wenatchee, Wash., up in the apple country, 
Assistant Cashier W. D. Shultz, of the Commercial 
Bank and Trust Company, wrote me as follows: 

"We have always believed in advertising for banks, 
but have been unable to decide upon a definite plan upon 
which to proceed. We have purchased. copy from time 
to time from advertising houses, but it all seems to be 
lacking in the proper touch of local color, you might say, 
which we desire. It seems to shoot over the heads of 
the readers. Ours is a rural community and we feel that 
a certain homely verbiage is necessary in order that our 
ads. may be effective. 

"We enclose several ads. we have written and which 
we intend to use in a series of some twenty or thirty 
articles along similar lines. We want to tell those things 

129 



BANK ADVERTISING EXPERIENCE 



about a bank which a customer should know, but which 
are so familiar to one whose duties bring him in touch 
with them every day. 

"If you see fit to criticise our efforts, we should be 
pleased to have you do so. Tear them to pieces and if 
possible re-write them as you would suggest that they be 
used. Or if you think we are proceeding along the wrong 
lines, kindly suggest something else. 

"We enclose a copy of our daily paper and several ads. 
we are now running in connection with our membership 
in the Bank Depositor's Guaranty Fund. We are the 
only member in Wenatchee and believe it to be a good 
talking point. We realize that newspaper space costs 
money and is valuable. We also realize that sometimes 
it is far more valuable than the copy 
which it contains. It is just this that 
we are trying to avoid.' ' 

I am reproducing one of this bank's 
guarantee of deposits advertisements 
together with a similar one of a Seattle 
bank (Fig. 58), and below is the copy 
DEPOSITS of one of the series of "Bank Talks." 
INSURED I told Mr. Shultz that he was on the 

right track and did 
not really need much 
in the way of sugges- 
tion. I have found 
that to be the case 
so often — those who 
are doing most effect- 
ive work are very 
modest about it and 
are eager to learn 




The Symbol oj Safety 



DEPOSITS intrusted to the keeping 
of the Scandinavian American 
Bank, and its branch at Ballard, are 
absolutely insured against loss (with- 
out cost to the depositor) through 
membership in the Washington Bank 
Depositors' Guaranty Fund of the State 
of Washington. 



The Scandinavian 
American Bank ££ 

Alaska Building, Seattle 



Fig. 58 




IS YOUR MONEY 
INSURED? 



M..1H-V deposited in this Bank n 
lil'AHAXTKED against lias by the Bank 
r>|»Liit..iV Guaranty Fund iif the Statr 
..f Waduirptun. 

TIk> Bank pays the premium. 

Commercial Bank & Trust Co. 



130 



THE BANKER AND THE FARMER 

more, and vice versa. Following is the "Bank Talk": 

"Every postmaster and every mail carrier is an agent of 
this bank. Pretty broad statement, isn't it? But it's true. 

"They work for us without knowing it most of the time, 
but they are efficient and prompt. 

"Many of our customers come to Wenatchee very 
seldom. They use the mails to take advantage of our 
service. Checks, money orders, etc., can be sent safely 
by mail without registering. They should be endorsed 
as follows: 'Pay to the order of Commercial Bank & 
Trust Co., Wenatchee, Wash.' (Signed) Your Name. 

"Endorsed in this manner, no one can get these items 
cashed but us, and in the event the letter should go astray 
duplicates may be procured very easily. 

"Money should be sent by registered mail, but at very 
small expense a money order may be bought from any 
rural carrier. 

"Upon receipt of the items we will issue a Duplicate 
Deposit Ticket and mail it to you immediately. 

"These tickets should be retained until you receive 
the monthly statement of your account upon which you 
will find we have accounted for each deposit. 

"During the busy season many ranchers find this a 
very convenient method of transacting their banking. 
Our Special Department organized for this work enables 
us to offer efficient service. 

"Mail Accounts are guaranteed under the same law 
which guarantees our other Deposits. 

"COMMERCIAL BANK & TRUST COMPANY. 
"The Bank of Guaranteed Deposits." 

A Bank "House Organ" 

A house organ is an especially good medium for the 

131 



BANK ADVERTISING EXPERIENCE 

bank to use in carrying on its efforts for the public good 
in its community. I know a South Dakota banker whose 
hobby is good roads, and every month in his bank paper 
he runs an interesting article on that subject. 

Some bankers carry out the idea of a Farmers' Ex- 
change by running such a column in their monthly paper. 
Another banker had the hobby of inducing the farmers in 
his territory to name their places, so in his paper he pub- 
lished a list of named farms, such as "Locust Grove Stock 
Farm," "Riverside Farm," "Fair Oaks," and so forth. 

The cashier of the First National Bank of Northboro, 
Iowa, seems to be solving the problem of advertising 
a country bank in a community where no newspaper is 
published. His solution is, publish your own, even if it 
is only a monthly. He gets out a publication which is 
true to the title, The Live Wireless. In regard to it, 
Cashier Frank T. Nye, writes: 

"The purpose of The Live Wireless, is to afford an adver- 
tising medium for this territory, as in this town of 250 
people, we have no local newspaper. We have several 
towns close, however, having six banks within six miles 
of Northboro, and three banks at Shenandoah, fifteen 
miles from us. The other papers do not cover our terri- 
tory thoroughly, and lack local stuff, hence afford a poor 
advertising medium. 

"We have purchased an addressing machine and are con- 
tinually adding to our mailing list. As we make no charge 
for The Live Wireless, it is welcomed and read, as one 
farmer told me, from cover to cover. A farmer also told 
me that he thought it was the best advertising medium 
he knew of. 

"We are mailing out 500 copies, and it covers the territory 
thoroughly. A vest pocket kodak, an addressing machine 

132 



THE 



BANKER 



AND 



THE FARMER 



and a typewriter are about all the equipment of the maga- 
zine. We take pictures of local scenes, cattle shipments, 
farmers' choice animals in live stock, new buildings, etc.? 
and run them. We also purchased a Ford runabout last 
year, which enables us to bring the service of the bank to 
the customer's own door. Several of our customers have 
moved away, close to other banks, but continue to do 
banking with us, through our mail service, which we have 
emphasized in our advertising. We have about 200 safe 
deposit boxes rented. We have made a specialty of this 
department, which is often neglected by the country bank. 
We find it thoroughly appreciated by the Iowa farmer, 
who is quite willing to pay for the service." 

Mr. Nye said that the kodak, addressograph and type- 
writer were about all the equipment of the magazine. He 
was too modest to speak of the gray matter of the man 
who gets it up. The Live Wireless is well written. For 
example, in the January, 1918, issue there was a biographical 
sketch of one William Walter Creal. The ordinary 




who have not 
•eedthey may require for planting, 
we have on file a list of seed grow- 
ers pompiled by the Wisconsin 
Agricultural Experiment Station, 
wh,o arc prepaced, to ship tested 



Jf you have not secured all the 
seed you need, or if your lupply 
is of poor quality, phone us for 



The Bank of Evansvt 

EVAMiyiUX. WISCONSIN 
"THE OLD BANK" 



J\OR THE PAST FORTY- 

1 SEVEN years this Bank haa 
given particular attention to 
business of farmer*. We have 
ped many over the rough places 
I have aided many more in buy- 



We are prepared to extend you 
every aid within legitimate bank- 
ing practice. Come in at any 



j. The Bank of Evansville i 



J 



"THE OLD BANK" 



lusl Open a Check Account al This Band 

Make all deposits here, pav all 
bills by check, and We'll Do the 
Bookkeeping for You. 

We furnish all check-bookl. de- 
posit-books and slips without 

The Bank of Evansville * 

S - ~J 



Fig. 59 



133 



BANK ADVERTISING EXPE RIENCE 

writer would have said he was born on such and such a 
date and let it go at that, but The Live Wireless put it this 
way: 

"On the twelfth day of October, 1865, the stork put the 
other leg down, got both squarely under himself, gave a 
spring off into the atmosphere and volplaning off to 
Page County, Iowa, deposited a little bundle of clothes, 
the tag on which read, William Creal." 

A suitable drawn border for a rural bank's newspaper 
advertising is illustrated by the advertisements of the 
Bank of Evansville, Wis., (Fig. 59) concerning which the 
cashier, P. P. Pullen, writes: 

"We try to unify our advertising as much as possible 
and usually run the ads. in series. For example, the farm- 
er's fiscal year begins March 1, and for several weeks at 
this time we run ads. soliciting the business of farmers." 

Problems or the Rural Banker 

The president of the Deposit & Savings Bank of Snow 
Hill, Md., 0. M. Purnell, wrote me as follows: 

"I am writing to ask your advice as to how much space 
in its local paper a bank of $25,000 capital in a small town 
in an agricultural district should use, and how. I am 
using five-inch space and change copy every two weeks. 
I try to make the ads. attractive but hear very little com- 
ment and cannot see the good they do, if any. If there is 
a way to improve them I want to know it, or if there is a 
better way to advertise I want to know; and I enclose a 
few copies of my ads. I am ready to start something new 
if I can see it will pay, or be made to think it will, and I 
thought possibly you might suggest something. I am 
just introducing the Baby Club. I am thinking of enlarg- 
ing capital, building a large addition, having a ladies' rest 

134 



THE BANKER AND THE FARMER 

room, a farmers' waiting room, a consultation room, etc. 
This with a view to advertising our bank, our location, 
and our interest in the community. I will appreciate any 
suggestions and advice." 

I told Mr. Purnell that he was on the right track because 
good service to the public is one of the best advertisements 
a bank can have. The advertisements submitted seemed 
to lack that almost indefinable but very real quality known 
as "punch," and the 3 per cent annual interest offered on 
savings does not seem very attractive in competition 
with the 4 per cent, semi-annually compounded, offered 
by the banking-by-mail institutions, and the even better 
rate on Liberty Bonds. 

Mr. Purnell wrote me again, as follows: 

"This is an agricultural district and this bank is the 
third bank started in the county seat with a population of 
1,800. We have two newspapers in the town and I have 
used a 5-inch space in each. In one of these papers I have 
written my advertisements along the line of service, having 
adopted as a slogan 'Service That Satisfies/ The other 
paper I have used in an effort to try to get our people to 
save and in all my advertisements in this paper the idea 
has been THRIFT. I have also been sending out a 
monthly letter to the stockholders and occasionally to de- 
positors in an effort to get their co-operation and I have 
also sent out a few printed folders calling attention to the 
growth of the bank." 

I wrote Mr. Purnell: 

"Your monthly form letters are very good as they show 
a friendly spirit and are full of the local touches which 
make them of personal interest to the recipients. How- 
ever, I think it would be better if you would have the name 
of the addressee at the top printed in a little better imita- 

135 



BANK ADVERTISING- EXPERIENCE 

tion of typewriter and the signature written with pen and 
ink. Even if you do not sign your name personally, it is 
always better to have the signature hand-written. 

"I also think it would be an improvement if you gave 
some specific information as to the service of your bank; 
that is, explaining the advantages of interest on time 
deposits, business advice, bank drafts, collections, loans, 
co-operation with farmers, etc. 

"Your newspaper copy seems to be pretty good and I 



The Northwest States 

Are in the Process of Turning Into Cash 

A Billion Dollar Crop 

The Northwestern National Bank is helping to finance the movement of this great production. 

Its officers and directors have confidence that with this great accretion of new wealth the 
Northwest will do its full duty to the government in responding to financial needs and that general 
business, subject to such temporary limitations as war-time necessity may in some instances impose, 
will remain healthy and active. 

Based on terminal values today, using average freight rates to terminals from each state, 
these minimum primary market valuations result: 

TotaJ value of crops of wheat, oats, barley, rye, corn and flaxseed : 

Minnesota $439,916,380 

North Dakota 338,716,240 

South Dakota 376,170.150 

Montana 89,137.760 



$1,243,939,530 



oney valuation resulting from high prices, 
r crop, but a Billion bushel crop as well. 
The Crop— in quantity (000 omitted)— bushels: 



This group of states 



Wheat 


Minnesota 
73,763 


North Dakota 
94,589 
66^31 
37,538 
21,399 
12,390 
8,328 


South Dakota 

72]395 
31,444 
8,190 
109,779 
1,410 


Montana 
31.719 
19,040 
1,879 
121 
2.656 
3.218 


Total 
272,009 
287,159 


Barley 

Rye . 


43,358 

7,585 

109.593 


114,219 
37,295 
234.418 






15,462 




366,198 

Minnesota 






240,575 

The Crop— in 

North Dakota 
$193,907,450 
41,125,220 
25.901,220 
29.744,610 
16,974.300 
31.063,440 


295.156 

money : 

South Dakota 
$141,782,840 
44,884,900 
22,639,680 
11,220,300 
150.397,230 
5,245,200 


58,633 

Montana 
$59,287,670 
13,708,800 
1,183,770 
154,880 
3,346,560 
11,456,080 


960,662 

Total 
$547,567,370 


Oats . .. 

Barley 

Rye ■• 


81,617,590 

32,084,920 

10,770,700 


181,336,510 
81,809,590 
51,890,490 

324,148,290 


Flax 


9,422,560 


57.187,280 



$439,915,380 $338,716,240, $376,170,150 $89,137,760 $1,248,989,530 

THE NORTHWESTERN NATIONAL BANK 

—AFFILIATED WITH— 

The Minnesota Loan & Trust Company 

Minneapolis 

Combined resources, $72,000,000 



Pig. 60 

136 



THE 



BANKER 



AND THE 



FARMER 



think you have sound ideas on how to advertise a country 
bank. My suggestion is that you read all you can on the 
experiences of other bankers as shown in The Burroughs 
Clearing House, and other magazines and books on the 
subject." 

The Twin Cities are the center of a wonderful agricul- 
tural section and the banks of Minneapolis and St. Paul 
are doing much to foster the prosperity of their territory. 
The Northwestern National Bank of Minneapolis in its 
advertising is doing a lot to keep the rest of the country 
informed concerning the progress of the Northwest. That 
"Billion Dollar Crop" ad. (Fig. 60) is a winner. 

It is not only in the Northwest that banks are helping 
agriculture as wit- 
ness that "Service to 
Farmers" ad. of the 
Commercial Trust 
Company, of Spring- 
field, Mass. (Fig. 61). 

The bankers and 
the farmers are work- 
ing hand-in-hand for 
the good of the coun- 
try, but the logic of 
events puts it up to 
the bankers to get 

the farmer to do his Fig. 6i 

best. The First National Bank of Hunstville, Tenn., gets 
out a little monthly paper called Mountain Messenger. 
Here is a good editorial which appeared in that publica- 
tion during the war. 

"FARMERS" 

"In this war 'the shot that will be heard around the 



Service to Farmers 

Now is the time for the farmer to plan next 
year's crops — next year's increased produc- 
tion — next year's prosperity. 

Whatever his plans may include — farm im- 
provements, crop planting, live stock financing, 
etc., — our officers will be glad to discuss mat- 
ters and offer their best advice. 

A hearty welcome always awaits the farmer 
at this institution. 

Commercial Trust Company 

266 Main St., Corner Hampden - 
Springfield, Mass. 

"THE BANK OF THE PEOPLE" 



137 



BANK ADVERTISING EXPERIENCE 

world/ will be fired by the farmers. It is up to us as a 
nation to make every foot of soil yield its utmost. At this 
season of the year, it is well to think of this. The Govern- 
ment has said, 'If you expect to have enough to eat, you 
must raise it.' No one section can, as heretofore, depend 
upon another section to supply it with food. The Govern- 
ment controls the railroads; the railroads will have all they 
can do transporting war supplies and such commodities 
that cannot be generally produced, without bringing to 
your door meat and bread. However, the Government is 
interested in seeing that you go about producing food stuff 
in an intelligent manner. Any information you desire 
can be had for the asking. Your bank can get you in 
touch with the proper authorities, or you can do this 
direct. There are means by which you can get nitrate for 
agricultural purposes. You have an excellent man in 
this county, furnished you by the Government, who takes 
pleasure in helping you help yourself. The old way of 
scratching the dirt a little and trusting to luck, and a rainy 
day, will no longer suffice. If never before, we must now 
produce. Plant varied crops; cultivate that old field that 
has been idle so long. Raise hogs and more hogs. Go 
into it scientifically. Get the right stock to begin with. 
It is an established fact that it is more expensive to fatten 
a scrub animal, than good stock. 

"It is imperative that this county raise enough for its 
own consumption. Don't be satisfied with that; HELP 
WIN THE WAR by shooting bread bullets at the Kaiser. 
Every acre counts. Every hour of work you put in on the 
farm counts just that much towards the ultimate end of the 
war — the utter defeat' of autocracy. The farmer has never 
failed his country, and he will not do it now. Remember 
the little 'wheatless, heatless, meatless days' you have had 

138 



THE BANKER AND THE FARMER 

are only a beginning. FARMER, you are a BIG man now. 
YOU CAN WIN OR LOSE THE WAR." 

Very good rural bank advertising is being done by The 
Clayton Banking Co., of Clayton, N. C. Use is made of a 
syndicate house organ, newspaper space and form letters. 
One of the best of the latter, sent out in 1918, was as 
follows : 
"Dear Friend: 

"Uncle Sam has for some time been laying so much stress 
upon the importance of raising lots of food stuffs this year, 
and so much has been said about it through the papers, 
that it is a very familiar thing to all. But you know that 
if John loves Mary, and Mary knows very well that John 
loves her, still Mary is always good enough to forgive 
John even if he tells her of it every time they meet. 

"So it is in this same spirit that we at this time call the 
matter to your mind again, and we hope the subject will 
not become tiresome to you. Try this year to raise more 
'Hog and Hominy' than heretofore. Plant an extra acre 
in corn, plant a bigger garden and attend to it better, raise 
more chickens and hogs and cattle, can more vegetables 
and fruit this summer, and be more saving with the food 
at your table. Don't waste anything. Remember that 
your boy may be 'somewhere in France' soon, and you 
certainly want Uncle Sam to be able to get plenty of good 
wholesome food to send to him. He has never lived on 
short rations at home, and now that he is in a distant land 
fighting for you make every effort to see that he is even 
better cared for than formerly. 

"The planting season is now at hand. Look over your 
crop and see if you can't put in a little more food crops, and 
when the harvest time is come you will be more than repaid 
in the satisfaction of knowing that you have done your best. 

139 



BANK ADVERTISING EXPERIENCE 

"Let us know if there is anything we can do for you to 
help along your work. We are very anxious to contribute 
our part toward making this a record-breaking year in the 
production of foodstuffs. With very best wishes, I am, 

Yours very truly, 

Jno. T. Talton, Cashier." 
The Company also issues an excellent booklet on 
"Cattle— Breeds and Breeding" which other banks in 
agricultural districts may be glad to use. 

Educational Work 

A fine collection of folders was sent me by Assistant 
Cashier J. H. Picker t of the First National Bank, of 
Berlin, Wis., with this comment: 

"The main purpose of this series has been to do an 
educational work among an agricultural clientele with a 
view of developing checking accounts. We feel that the 
effort has paid. In any event, checking accounts are in 
more general use among our farmers now than formerly. 
These folders and others like them have been the principal 
medium though not the only one used in our advertising 
campaign and are sent out to our list about once a month." 

The material in these folders is excellent, as may be 
judged from the following extracts from one entitled 
"Getting Out of Debt:" 

"A young farmer told us the other day that he was going 
to open a checking account with us as soon as he was out 
of debt. We were glad to hear this good news, but the 
remark set us to thinking. As a matter of fact, a great 
many of the accounts on our books are carried by people 
who are in debt, some more, some less. If they all waited 
until they got out of debt before opening an account they 
would be obliged to forego valuable banking accommo- 

140 



THE BANKER AND THE FARMER 

dations and we should have to do without just that much 
perfectly good business. 

"Until it becomes customary to give away farms as 
wedding presents, the only way for a young man to acquire 
one is to go into debt for it. Debt is really the open door 
of opportunity, and only by this means may a young 
man get started in life. However, it is true that many 
young men stretch their credit resources to the utmost in 
the beginning and are naturally anxious to get away from 
this condition of affairs as soon as may be. 

"Credit is in many ways the most valuable instrumen- 
tality in business life. But it is a two-edged sword that 
cuts both ways. It has both its use and abuse. The 
abuse of credit is almost certain to result in disaster. The 
man with a mortgaged farm is making use of credit with 
his farm as the security, but is often purchasing machinery 
on credit as well. The matter of meeting all of his obliga- 
tions, both interest and principal, is an item of serious 
concern to him. Everything in his planning must give 
way to this one matter of meeting his obligations, for it is 
only by meeting them that he may retain possession of his 
farm, so that it is an essential condition to success. 

"The man with a mortgaged farm must work harder 
and plan more carefully than his neighbor with his farm 
clear. He must make few mistakes, which is perhaps 
another way of saying that he must be a good farmer. 
Now it is necessary to both plan and work. A checking 
account will help the man who is obliged to plan carefully." 

Free Market Circular 

Mr. Farmer, have you anything to buy, sell or exchange? 
Any stock or equipment "lost, stolen or strayed?" Or have 
you other needs that need advertising to produce results? 

141 



BANK ADVERTISING EXPERIENCE 



If so, come to us, the First National Bank, of DeWitt, 
Ark., and we'll see that your advertisement is printed free 
of charge in a medium that reaches 8,000 readers of 
Arkansas County. We have reserved a page, half of which 
is reserved for you, in the DeWitt Enterprise for one year. 
We call it our "Free Market Circular" and its columns are 
open to you at any time for your own personal, legitimate 
advertising (Fig. 62.) 

This, in effect, is the unreserved offer made by the 
DeWitt bank in inaugurating a new form of service that 
gained from the outset the popularity it merits and is 
bringing in new business from sources heretofore unap- 
proachable. The publicity demands of John Smith, 
customer of the bank, have no precedence in the order of 





How Farmers Can Help the American Government 

and Help Themselves: 






TO PREVENT A LABOR SHORTAGE 
Break your land NOW. 

Have your seed beds ready when planting; time comes 
Plant some spring wheat 
Plant some spring oats. 

Get your wood cut and on the ground to run your irri- 
gation plants while labor Is to be had. 

DO EVERYTHING POSSIBLE NOW 
and help prevent labor shortage at seeding time. 
Go over all your machinery and get it repaired. 


Do not raise ALL COTTON and be a HOG, but RAISE 
MORE HOGS AND BE A PATRIOT. 

It is not enough to clothe an army, but the army must be 
fed as well 

Our country and our associates in war are calling for 
more pork. 

Are you breeding more brood sows than you did be* 
year? If not, why notT 

The nation expects every man to do his part. Raise 
more hogs and more forage crops for the hogs. 




GROW A GOOD GARDEN- LIVE AT HOME 
MAKE ARKANSAS COUNTY FEED HERSELF 

JOIN UNCLE SAM'S GREAT THRIFT CLUB JOIN OUR CHRISTMAS BANKING CLUB. 

Buy Thrift Stamps. Let us help you. Tell us your troubles. 
Buy War Savings Certificates. We are at your service. 

"LETS GO OVER THE TOP." 

The First National Bank of DeWitt 





Fig. 62 

142 



THE BANKER AND THE FARMER 

insertion over the advertising required by John Jones, who 
never has been a customer. And so each week, on the 
lower half of the bank's page in the Enterprise Smith and 
Jones will be seen side by side in print, offering steers and 
hogs for sale or seeking bargains in second-hand auto- 
mobiles. 

The 'Tree Market Circular" is the outgrowth of a 
similar "market service" prepared on circulars which 
were mechanically copied in quantities in the bank and 
mailed in individual letter form to its readers. But the 
increase in postage rates brought about by the war 
attracted attention to the use of newspaper space as a more 
economical — and as a better, as it has proved — vehicle for 
the service. So the costly and frequently illegible circular 
system was discontinued and "Benjamin Franklin" (the 
bank's pet name for its copying machine) was superseded 
by the newspaper printing press. 

Although sometimes utilized for the bank's advertising, 
the upper half of the "Free Market Circular" page is 
usually devoted to educational publicity designed to aid 
the farmer and the citizens of the town in the solution of 
community problems. The messages pertain to social 
and political reforms of the day, the labor situation, 
government co-operation, crop conditions, etc., supple- 
mented by sensible suggestions for discounting threatening 
local troubles as soon as they show their heads above the 
horizon. In other words, the bank's purpose, as expressed 
by J. W. Fulton, cashier, is "to leave selfishness as far in 
the background as possible." 

In one issue the bank filled its entire space above the 
farmers' advertising with a strong editorial entitled 
"American Farmers vs. Wall Street," outlining the oppor- 
tunity which the war presents for the farmer to be his own 

143 



BANK ADVERTISING EXPERIENCE 

master at last, and to break away once and for all from 
whatever sinister influences have impeded his progress in 
the past. The concluding paragraph contained a plea for 
contributions to the Red Cross and for investments in 
Liberty bonds out of the Farmer's surplus. 

Very often patriotic appeals are put into short fillers 
which appear in the farmers' circular section of the page, 
the food conservation movement receiving particular 
attention. "Do you know those little shops in the country 
towns and villages that are called Emporiums?" asks one 
of these appeals. 

"That is a kind of fancy name for department stores 
where you can buy almost anything you want. Well, a 
cow is a kind of emporium animal. Just think what we 
can get from it ! Meat, leather, milk, butter, cheese, glue, 
bone, buttons, fertilizer. Be good to your cow." 

"How many pounds of sugar can you buy at one time?" 
the bank asks. "Write and tell Hamp Williams, federal 
food administrator of Arkansas." 

A simple return postcard sent out to the mailing list 
brings the farmers' advertising direct to the bank. It con- 
tains blank lines sufficient for writing in a full description, 
prices and terms of articles for sale or wanted, with instruc- 
tions to "please run the following ad. in your market circu- 
lar free of cost to me." The filling in of the name and 
address completes the card. 



144 



Advertising Criticism — 

Some Examples Horrible 
and Otherwise 



147 



CHAPTER V. 

ADVERTISING CRITICISM-SOME 

EXAMPLES HORRIBLE AND 

OTHERWISE 



CHE criticisms offered in this chapter are made in the 
best spirit and many of them upon request. I lay 
no claim to infallibility and some readers may want to 
take issue with me. That is their privilege, but it is to 
be hoped, that in the main, the suggestions herein will be 

found helpful to the earnest 
seeker after truth as to the 
best way to advertise a bank. 
A couple of good farm 
mortgage advertisements 
are shown (Fig. 63). Con- 
cerning the Topeka adver- 




FARM MORTGAGES 

ateas 

"Good as Gold" 

WELL chosen farm loans are the 
most safe and sound investments 
obtainable, as the security is based on 
the very foundation of our Nation's 
prosperity. They are backed by the soil 
and the products of the soil, for which 
there is an ever increasing demand. 

Every farm mortgage offered to its clients 
by the Union Trust Company was purchased 
primarily for the investment of its own funds, 
and the security measures up to the most 
exactin g -standards. 

Those having funds to invest will be inter- 
ested in our current list of offerings. 



Union Trust 
Company 

of Spokane 

Ground Floor. Old National Bank Building 




''A friend of mine, on a salary, 
has saved $15,000 for a nest egg 
—not from oil or any get-rich- 
quick scheme. He systematically 
bought farm mortgages. It's a 



Fig. 63 



149 



BANK ADVERTISING EXPERIENCE 



tisement, Ray W. Palmatier, treasurer of the Farm 
Mortgage Company, wrote me: 

"I have been conducting a little campaign here in 
Topeka and I am enclosing a series of advertisements 
which have been run in our local paper. I should be very 
glad for you to make any comments, suggestions or 
criticisms relative to the copy which I am sending you 
under separate cover." 
In reply I said : 

"Your series is a very good one. I have never seen any- 
thing just like it. It 
certainly is a novel 
idea to personify the 
word 'mortgages.' I 
must confess I did 
not get it the first 
time I looked at the 
ads. It would have 
been better, I think, 
had the script been 
larger and blacker. I 
also think that it 
would have been bet- 
ter to have changed 
the cut, if not with 
every insertion, at 
least once a week. 
The cut you have 
used is a very good 
one, but to have used 
two or three different 
ones would have 
added interest to the 



IS IT NOT 
SOUND POLICY 

for you to do your banking 
business with a Trust Com- 
pany? 

Such a company not only can 
look after your money while 
you are alive but, if you wish, 
can act as Executor, Administrator, 
Guardian, Receiver or Trustee. It 
is a Legal Depository for funds of 
every description. 

This Company especially attends 
to the management of Personal 
Property and Real Estate and to 
the collection and remittance of 
rents, interest and dividends. 

It is possible that we may be 
able to assist you materially in the 
preparation of your Income Tax 
Return to the Government. 

Write for booklet 
"Management of Your Estate " 

UNION TRUST 
COMPANY 

OF NEW YORK 
Eighty Broadway 

Capital and Surplus $8,500,000 



Fig. 64 



150 



ADVERTISING 



CRITICISM 



campaign. The little paragraphs underneath the cut are 
right to the point, but I think your advertisements would 
have been stronger if you had inserted a little paragraph 
following the quotations urging readers to do something 
definite, such as to call and see you, or to ask for booklet or 
further information. However, I imagine that these 
advertisements Were so distinctive among the others in the 
papers that you would get results from them, and I am 
interested to know 
how this did 'pan out' 
in actual practice/' 



Check Accounts 
Saving's Accounts 



The First National Bank 



Bonds 



Lee, Higginson & Co 



Fig. 65 



A Curious Optical 
Illusion 

Referring to that 
little ad. of the Union 
Trust Company of 
New York (Fig. 64), I would say there's a curious optical 
illusion about it which for many persons causes an appar- 
ent transposition of words so that the hasty reader gets the 
impression that the statement of the heading is: "It is not 
sound policy." Perhaps this is because the question mark 
does not appear in the heading. Be that as it may, it does 
not seem to me to be sound advertising policy to run a 
blind heading and not to change copy for a long time as 
was the case with this ad., which otherwise is an excellent 
one. 

I've heard of a song without words but those ads. of 
Lee, Higginson & Co., and The First National Bank of 
Tenafly, N. J., (Fig. 65) are the nearest approach of word- 
less financial ads. I have ever "met up with." I suppose 
the advertising managers of these two institutions were 
discouraged Jby^ the abortive peace talk at the time and 

151 



BANK ADVERTISING EXPERIENCE 

said "What's the use?" before writing the magic words, 
"Bonds" and "Check Accounts, Savings Accounts, "respec- 
tively; then with a sigh, "There, the public can take it or 
leave it." Short copy is all right, but I think this is carry- 
ing condensation too far. 

Burying Good Points 

Here's a group of six bank ads. (Fig. 66) taken from a 
Malone, N.Y., newspaper. In each of them there are good 
points buried, which a clever advertisement writer and 
designer could bring out. There is not a good border in the 
lot. The nearest approach to satisfactory typography 



Robert Morris, Financier of the Revolution 



ed. etudled. sa»ed a. lltUo out of meaner earnings < 

And during the Revolutionary War Morria *a T e 

resources for the blessed cause. HLs a&T\nga helped 

It Is unlikely you will be called on to supply U 



Peoples National Bank, Malone, N. Y. 



The Farmers National Bank of Malone 

Established In ISM, 

MATT. C. RANSOM. Pres. F. F. FISK, Cashlei 

G. HERBERT HALE. Vke-Ptes. F. J. TAYLOR, Ass! Cashier 



LONG DISTANCE BANKING BY MAIL 

When a person living in Alaska, 6000 miles from Albany, sends 
us Postal Money Orders amounting to $1000.00 for deposit there is 
no reason why the readers of this paper should hesitate to send us 
their savings by mail. 

Assets, over $12,000,000.00 
Surplus " 700,000.00 

4 % Compound Interest paid since 1908- 



Albany City Savings Institution 

100 StateSt., ALBANY, N. Y. 



I 



lo me Savings Bank 



A SURE INDEX 

ved business conditions and greater prosperity is 

• increasing bank deposits. Are you putting your 

vour credit in a reserve fund? Your account is 

4% INTEREST PAID. 



THE PRESIDENT SAYS: 



u-K-i 



dicta 



We are engaged in a war for humanity The most impor- 
tant part of our service will be rendered in feeding and financ- 
ing our great allies This war is at once a test and an oppor- 
tunity to the easy going, easy spending men and women of 
America. Now, at last everyone can see that prudence and 
thrift are a patriotic duty. Many of the great fortunes of to- 
day date back to small savings bank deposits made in the fru- 
gal times of the "Sixties." Do not economize merely to get 
along. Economize to get ahead. Every dollar which you save 
and deposit in this bank means not only absolute safety for 
your money, but also that much more money lent to our gov- 
ernment. State and National, or to our allies, or applied in 
loans to increase the output of farms. For seventy years 
through wars and rumors of war the Burlington Savings Bank 
has stood for stability Assets more than $18,000,000. Interest 
4 per cent, semi-annually 



DRHONB COLE. Pro. EMORY C. MOWER. V«*-Pr~. HOLLIS E GRAY. Tr«. 

WiNOOSKI SAVINGS BANK 

The Bank has paid interest compounding semi — annually at 
at the rate of 4 per cent, per annnm since January - 1, 1907, and at 
the rate of 4 1-4 percent. Per annum at four of the last six interest 

Periods A.J.I. $3,002,886 31 Oeooilt. S2.T18,63B.13 

PenOUS N.l Surolu, $273. 953. 6P 

Deposits on or before Saturday. May 5th draw interest 
from May 1st. We shall be pleased to answer any inquiry by 

WINOOSKI SAVINGS BANK 

Organized 48 years 
No. 11 Winooski Block WINOOSKI, VT 



Fig. 66 

152 



ADVERTISING 



CRITICISM 



is found in the Albany ad., and that leaves something to 
be desired. It may not be feasible to have illustrations in 
all of these advertisements, but there's nothing to prevent 
the building of mental pictures. There is a legitimate use 
for imagination in advertising as well as in other depart- 
ments of business. For example, referring to that same 
Albany bank advertisement, consider its heading for a 
moment. "Long Distance Banking by Mail" does not 
suggest as detailed or memorable a mental picture as 
would such a heading as this: "A Man in Alaska Sends 
$1,000 Six Thousand Miles to Deposit It in Our Bank." 
That calls up visions of huskies, and dog sleds, and the 
first boat down in the Spring, and all because that man up 
in the land of the midnight sun had supreme confidence in 
the seem ity of the Albany City Savings Institution. 

A Safe Deposit Advertisement 

The Yellowstone National Bank of Billings, Mont., is 
a good user of newspaper space. It has the names of 
different officers and directors signed to different advertise- 



Information 
Wanted 



The business man frequently 
seeks financial information. 
Our depositors are welcome to 
confer with our officers for 
banking advice, or help In mak- 
ing investments, deciding upon 
business policies, obtaining 
credit information, or In any 
similar matter. 

We want our depositors to 
use us wherever possible, as we 
believe that the ability to use 
your banking connection ef- 
fectively 1b a positive business 
asset for you. 



The 

First National 

Bank 



He Who Saves 
Helps Three 

If there ever were good ar- 
guments for thrift — and there 
were — their force is multiplied 
a hundredfold now that we are 
at war. Our country is going 
to need billions of new capital 
to carry on to a successful 
finish our war "for the free- 
dom of the world." 



Sav 



II you can from 
income, deposit 
n this bank, and 



ity and yourself. 



First 
National Bank 



Fig. 67 

153 



Wisdom in 
War Time 

You are employed now at 
good wages. Everything Is 
going along finely. Your pres- 
ent Is prosperous. Your future 
looks bright. Insure your fu- 
ture so far as you can by sav- 
ing some of y6nr present earn- 
ings against a time when for 
one reason or another you may 
not be able to earn as much 
as you can today. 

This Is the sensible thing to 
do. Join the thousands of wise 
ones who are doing It at the 

First National 
Bank 



BANK ADVERTISING EXPERIENCE 



nxxxnxi 



I 
I 

I 
I 
I 
I 
I 
I 
I 
& 
I 
& 
I 



Make Life Insurance Easy 

Paying Life Insurance premiums all in a lump in 
advance is a hard job for most of us. 
Paying them semi-annually or quarterly in advance 
is not much better, and costs more. 
Paying them weekly or monthly is the easiest way — 
the way of our Special Life Insurance Savings Plan. 
Open an account at our Main Office today— begin your de- 
posits a-jainst your next p rcm i um — when it comes due you 
will not only have the money ready — but you will be earn- 
ing interest at 4% instead of paying it, and by paying the 
entire amount when due, you will save all extra charges and 
enjoy the lowest rates. 

Get ahead for the protection of your family, the elimination of 
risks of lapsing, and t'le reduction of your expenses. 

Full informat'on at the Main Office of 

Cleveland 
Zvmt Company 

Member of the Cleveland Clearing House Association 
Under Supervision of the State Banking Department 



Practical Patriotism 

As the young men fortunate enough to be 
chosen for the National Army are being 
mobilized, it behooves those of us who stay 
at home to realize that we too owe our 
country important duties. 

Among these duties are conservation of 
resources to the uttermost and trte use of 
energy and sound judg- 
ment in the promotion of 
the business interests of our 
community and nation. 

Rhode Island 

Hospital Trust Company 




ments. A clever safe- 
deposit advertisement 
written by Henry M. 
Cady, reads as fol- 
lows: 

"THE SMART 
BURGLAR 

always looks under 
the carpet, into the 
dark closet, behind 
the mantel, in the 
mattress, and in the 
cupboard for your 
hidden valuables. 
Don't be foolish and 
keep on using such 



The Spirit 
of Service 



You need a strong financial connection — 
we are able and willing to serve you. 
Safety for your property intrusted to us is 
assured by our ample capital and surplus 
fund, and by the supervision of the State 
Banking Department. 

Adequate service and careful protection of 
your interests is assured by an organiza- 
tion and system which does things when 
ajtd how they should be done. 
Our record is one of sixteen years of sat- 
isfactory service to our]clients. We invite 
you to number yourself amon^ them. 



DetroitTrust 
Company 



DETROIT, MICHIGAN 



Fig 68 

154 



ADVERTISING 



CRITICISM 



places for insurance policies, bonds, mortgages and other 
precious papers, when for a small outlay you have one 
of our steel safety deposit boxes that is water tight, 
burglar and fire-proof and where your personal belong- 
ings are accessible to you alone at any time. Ask our 
Mr. Nickey about these boxes." 



Good Small Copy 

On the same principle that it's harder to make a good 
short speech than a good long one, it seems to be more 
difficult to turn out a good small-sized advertisement than 
to create a larger one. The First National Bank of Seattle 
has succeeded well in its series of small ads. (Fig. 67). 



The Prosperity of the South 

Is reflected in the increased number of checks 
drawn upon Southern hanks. 
These same banks are enjoying larger deposits 
than ever. 

Why not take advantage of the present oppor- 
tunity to increase profits? 
A portion of your account placed with us will 
entitle you to a liberal share of our enormous 
volume of Southern business. 

The Philadelphia National Bank 



Fig. 69 



A MAN IN INDIA 



ins to your bsnX som 
h through Hongkong 



i', !>:... U .s ;i[>i>recialed? 

FIRST NATIONAL BANK 

SISTERSVILLE, W. VA. 



Making More Room 

Our beal effort \% expended in living ! 

"Every Banking Service '* 




11 i 

ebB SB » 
fcEccggii-: 

Iff ES EKE: 
£KSRffE= 

llfff 






Commerce Trust Co. j -^ . i • s 

OpiuJ. Sorpto, ud Profit., J2.IJ6.6I3 I -> "^i^-^J ' 

Toul Rttoum* Or«r J33.fJOO.000 K. "^"s^*"^ ^"*^ 



Distinctive Use of Signature 

The excellent heading and border of the savings 
advertisement (Fig. 68) of the Cleveland Trust Com- 

155 



BANK ADVERTISING EXPERIENCE 

pany are especially to be commended. The distinctive use 
of the company's signature also is good. 

The "Practical Patriotism'' ad. (Fig. 68) of the Rhode 
Island Hospital Trust Company was used while the first 
instalments of the National Army were entering their 
cantonments. 

A set of proofs of a good series of advertisements was sent 
me by the Detroit Trust Company. "The Spirit of Service" 
advertisement shown (Fig. 68) is a very pleasing one typo- 
graphically. The only criticism to be made is that some- 
what larger type should have been used for the body. 
One of the other advertisements submitted dealt with the 
investment of insurance money. The heading was 
"Attaining Your Object." I pointed out that a better 
heading was buried in the ad. itself — viz.: "Insurance 
Money Well Invested Will Last for Years." This company 
advertises a public accounting department which will 
devise and install a factory cost and general office system 
for customers. 

That's a strong appeal in the Philadelphia National 
Bank's "Prosperity of the South" advertisement (Fig. 69) . 

Replying to F. M. Staker, publicity manager of the 
Commerce Trust Company, Kansas City, Mo., who asked 
comment on his "Making More Room" advertisement 
(Fig. 69) I said: 

"I think the heading would have been improved had you 
said 'Improvements which will help us to serve you better.' 
Then you would have been able to put across a complete 
advertisement in the heading, which I think is a desider- 
atum. As to the illustration for this particular ad., why 
would it not have been better to have shown floor plans 
which you could have marked in handwriting or by means 
of arrows indicating the changes and improvements which 

156 



ADVERTISING 



CRITICISM 



you have listed under the five numerals in the body of 
your advertisement? It seems to me that this would have 
driven the idea home more quickly and more forcibly; or 
you could have run a series of advertisements showing how 
the facilities of the different departments were being 
improved for the benefit of customers ." 

Regarding the "Man from India" ad. (Fig. 69) of the First 
National Bank of Sistersville, W. Va v I wrote A. C. Jackson, 
president of that institution: 

"I think there is just one way in which your advertise- 
ment could be improved, and that is, by adding to the 
heading the words "Sent a deposit to the First National 
Bank." You can readily see that this would give you a 
complete advertisement in the headline itself — namely: 
"A man in India sent a deposit to the First National 
Bank." 



L 



Your Best Business Ally — A Good Bank 

This bank wants business men— whether manufacturers or 
merchants— to regard it as a business ally. We have cer- 
tain services to offer you— services based on the necessities, 
the opportunities, or the emergencies you encounter from 
day to day in your office, or store, or factory. 

We want to supplement your manufacturing or merchan- 
dising machinery, so to speak, by our service and facilities, 
which include: Loans, discounts, collections, exchange, 
letters of credit, and interest on time deposits. 

MECHANICS -AMERICAN NATIONAL BANK OF ST. LOUIS 

Capital and Surplus, $4,500,000 
Resources, over - 45,000,000 

S. W Corner Broadway and Locust Street 



Fig. 70 



In Keeping With Banks Name 

The Franklin Society for Home Building and Savings 
of New York certainly has an appropriate title and trade- 

157 



BANK ADVERTISING' EXPERIENCE 



mark (Fig. 72). It is only logical also that it should make 
use of some of "Poor Richard's' ' sayings in its advertising 
and use the Post style of type. The Garfield National 
Bank, New York, ran a series of four-inch, single-column 
advertisements, part of the series having to do with differ- 
ent trades, such as book publishing, clothing, etc. The 
"Port of Call" ad. puts across a good idea and permits the 
appropriate use of the emblem of the Liberty National 
Bank. "Strong," the heading of The Northern Trust 
Co. Bank ad., (Fig. 71) describes its own layout. It's an 
eye-catcher, there's no getting away from that. That Los 
Angeles ad. (Fig 72) has a cordial ring to it. The historical 
ad. of the Penn National Bank (Fig. 71) is interesting, but 
not convincing in that it doesn't prove anything but that 
the bank is located upon an historic site. "Your Best Busi- 
ness Ally — A Good Bank," (Fig. 70) I myself wrote several 
years ago, but I have never before seen it so well set up. 1 
A St. Louis bank ran an advertisement headed, "The 
Bank that Bankers Bank With," a Spokane institution 
issued a folder entitled "Whom Shall I Ask For?" Those 
advertising writers are like the boy who learned the rule, 
"A preposition is a poor word to end a sentence with." 





Fig. 71 

158 



ADVERTISING 



CRITICISM 



sAre You Coming to Southern California? 




i California — placing your funds I 






iilfl Omental National Bank 



Corner 9th, Spring & Main Sts., Los Angeles, Cal. 



Credit 



In Kansas City, where 
the convention of the 
National Association " of 
Credit Men la ' now In 
session, delegates repre- 
senting a membership of 
more than 22,000 Ameri- 
can Business Organiza- 
tions are discussing 
CREDIT ' 

Under existing condi- 
tions It is highly import- 
ant for every business to 
examine Its credit meth- 
ods thoroughly. This 
Bank, at all times, is glad 
to assist Merchants with 
their business problems. 

GarfieldNationalBank 

23rd STREET where 
FIFTH AVENUE 
crosses BROADWAY 



Production 
of Books 

Is one of the most highly 
specialized industries In the 
United States, as well as Im- 
portant. 

During February of this year 
the works of 704 American 
Authors were published in 
this Country. 

Listed among the clients of 
this Bank are some of the 
best known publishing houses 
in N_ew York. We believe 
that these business firms 
thoroughly appreciate "Gar- 
field" service. 

GarfieldNationalBank 

23rd STREET where 
FIFTH AVENUE 
crosses BROADWAY 



WiTdom. 
In T&xWordj 

D. 

ONLY DOING COUNTS. 

Benjamin Franklin's wis- 
dom had many sides, but it 
shone brightest in the home- 
ly, kindly and quaint advice 
he gave to people, young and 
old, rich and poor, about 
how to live their lives. Not 
what you profess is impor- 
tant, nor what you think, 
he believed. It is what you 
do that counts. He didn't 
expect everybody to take his 
advice. For he said: 



And again; 



But many people in many 
lands have learned how to 
become "healthy, wealthy 
and wise" since Franklin's 
time by a study of his prov- 
erbs. 

A little booklet of them, 
worth while for young or 
old, will be sent 
free for the ask- 
ing. 

THE 

FRANKLIN 

SOCIETY 

(For HOME-BUILDING 
ut SAVINGS) 

38 PARK ROW 
new vnow 




A Port of Call 

We expect our cli- 
ents to regard our 
bank as a port of call 
whenever they come 
to New York, so thai 
we may profit mutu- 
ally by exchanging 
views on general 
barking conditions. 




Fig. 72 

Referring to the 
advertisements 
grouped in Figures 
73-74, my comments 
are as follows: 

Fig. 73-The Modes- 
to, Cal., "platform" 
is a good one to stand 
on if you want more 
business; I cannot suggest any improvement of the ads. 
of the Atlantic National of New York and the First Nation- 
al of Milwaukee, "One billion pennies" as a heading ought 
to have made Des Moines people sit up and take notice. 

159 



The Liberty National Bank 

in the Equitable Building. 120 Broadway. New York 



BANK ADVERTISING EXPERIENCE 



Our Platform 



California National Bank 

a OF MODESTO 



A Service Suited to 
Your Needs 



Atlantic National 
Bank 

257 BROADWAY. NEW YORK 



One billion pennies 



rated Sates. A large 



turned back to the National Treasury 1 
purposes by means of the Thrift Stamp 
Savings Stamps and Certificates. 

Are you contributing YOUR spare pen 



fiii^t 

TRUST & SAVINGS BANK 



VOU can transact any 
A banking business in 
Wisconsin efficiently 
through this Bank. 



First 
National Bank 

of Milwaukee 



ffi (g) Fig. 74 — I believe there is a too 

heavy and mysterious border and 
too much fine type in the Brooklyn 
Trust Company ad.; the Bank of 
Commerce, Little Rock, Ark., has 
a good banking journal ad.; "Sol- 
diers of the Soil" ad. of Springfield, 
Mass., would have been improved, 
® -® perhaps, by a cut of "the man with 

Fi £- 73 the hoe;" the Florida National 

Bank calmly appropriates the bigger part of the trade-mark 
of the Prudential Insurance Company of America, though 
it may have secured permission for aught I know; take 
out the double rules and set the heading in uniform 
type and you would hardly recognize that Vinton, Iowa, 
advertisement. 



About Headings 

There is a good deal in having the right heading for an 
advertisement just as there is in having a suitable head- 
line for a news item. A small but powerful cyclone 
visited a western town some years ago. The chief damage 
done by the twister was the demolition of a large barn. 
It seems that at the time the cyclone struck the barn the 

160 



ADVERTISING 



CRITICISM 



WE PAY INTEREST 



On Book Accounts 

CMoney deposed on or before the fifth day 
of the monih draw* interest from the first. 
C We lend money on (arms 

Vinton Savings Bank 
VINTON P iowa 



OVER ONE-THIRD OF THE BANKS 
OF ARKANSAS DEPOSIT PART 
OF THEIR SURPLUS ' 





Soldiers of the Soil 

•"■""jj"" " 



Third National Bank 



f ;,-.], r;.|ni.il _. »200,000.00 

s.mH..' i. Profits 00,226.00 

Rcsnurcs 1.914,387.00 

[im^-irls paid 118% 

Of|mhi/.mj May 18. 1910 

THE FLORIDA 1MTI0NAL BANK 



Fig. 74 



owner was in it, c6unting eggs. 
The local editor headed his news 
story dealing with the event thus : 
"HE LOST HIS COUNT." 

This serves to emphasize the 
importance of the right heading 
for an advertisement. It should 
attract attention, and, as a rule, 
it is better if it gives the readers 
the gist of the matter to which it 
is supposed to act as an introduc- 
tion. Another illustration is provided by the city editor 
who, over a story about a woman committing suicide by 
swallowing a bottle of ink, put the caption, "BLOTTED 
OUT HER LIFE." 

To crystallize these thoughts about headings, consider 
some of the bank advertisements reproduced herewith 
(Figs. 75-6-7). The advertisement of the United States 
National Bank, of Vale, Ore., has no heading at all and 
bases its appeal on what a depositor's business means to 
the bank, which I think is putting the wrong foot forward. 
The advertisement of the Citizens National Bank, of 
Emporia, Kansas, belongs to what might be called the 
mid- Victorian school of bank advertising. The ad. of the 



161 



BANK ADVERTISING EXPERIENCE 




MECHANICS 

NAT IONAL JJ A N K 

Tba large or small 

ACCOUNTS 

of Corporation!, flrtne and individual! 

SOLICITED 



Mechanics National Bank, of Providence, is a little 
better because the typographical arrangement is stronger. 

The same is true in the case of 
the Harriman National Bank, of 
Seward, Alaska. "It may 
seem a trivial thing" to the 
Exchange Bank, of Somewhere in 
America, but a better heading for 
its advertisement would have 
been, "A Check Account Gives You 
an Itemized Record of Income and 
Outgo." The headings, "Bank Per- 
sonality;" "Dwindling or 
Doubling" and "Impartial 
Treatment," of the advertise- 
ments of the First and Old Detroit 
National Bank, the Des Moines 
National Bank and The Colonial 
Trust Company, respectively, are 
good, but I think the best one 
shown is that of the United States 
National Bank, of Portland, Ore., 
"Who is Most Benefited by 
the Money You Earn?" For one 
reason, there is a certain psycho- 
logical value in the use of an inter- 
rogation as a heading, because, 
consciously or unconsciously, the 
reader is bound to answer the 
question, and the chances are good 
that he will act upon the sugges- 
tion made in the body of the 
advertisement. 
162 





UNITED STATES 
NATIONAL BANK 

VALE. OREGON 






June 20, 1917 

Deposits • - - $612,078.79 
Cash - • - $234,324.70 




A 


We Appreciate 

Your Banking Business 

Directors 

M C Hoi* B. W Mulke 

G. F Wildhaber George E Davi 

Leo H Schmidt 


1 

i 



Fig. 75 



ADVERTISING 



CRITICISM 



BE 



S 



It May Seem 

A Trivial Thing 

To You 




One of my correspondents wanted advice on headlines. 

I answered as follows: 

"For your guidance I will quote a couple of paragraphs 

from an article which I prepared some time ago on 

advertisement headlines: 

" 'The heading of an advertisement is something which 
should always be very carefully 
considered. It is possible to 
make the headline so effective 
that, taken with the signature of 
the bank at the bottom, it is an 
advertisement in itself for the 
casual reader of the newspaper who 
is too busy, or for some other 
reason disinclined, to read the 
whole advertisement. In studying 
the matter of headings for adver- 
tisements, it is not out of place to 
consider some of the rules followed 
by newspaper editors in writing 
the headlines for news articles. 
They are as follows: 

" The top line must contain 
some form of verb, expressed or 
implied, and the active voice is 
preferable. 

" 'Heads must tell what the 
story tells and nothing else. 

" 'Heads should be free from 
ambiguity, should contain no super- 
fluous words or ideas, should speak 
Fi g . 76 in the most concise way possible/ ' 



Impartial Treatment 

This Trust Company, uninfluenced 
by the importunities of beneficiaries, 
the clamor of relatives or the mistaken 
advice of friends, administers an estate 
so that all concerned receive impartial 
treatment 

Consul! Our Trust Department. 

THE (oL«>NIALTRVST(?MPANr 




THE CITIZENS NATIONAL BANK 



l£l 



163 



BANK ADVERTISING EXPERIENCE 



Dwindling 
or Doubling 

Progressive people with pur- 
pose and persistence soon double 
then Hollars at the Des Moines 
National Bank in an interest 
earning account Compound in- 
terest helps those who help their 
money help themselves. 



Des Moines 
National Bank 




Capital and Surplus $900,000 



Bank Personality 



Who Is Most Benefited by 
the Money You Earn? 

YOU ARE OTHERS ARE 



r,d,^ The United States ,„,„ 
»«"*' National Bank s." 

Portland. Orefoo 




ItasnvK)LD Detroit 
XvnoxuBA??K 



8b 



M 



Fig. 77 



Following are suggested head- 
ings for bank advertisements: 

Helping Foreign Trade. The 
Inevitable Day of Reduced 
Income. America Has Made You 
Prosperous, Will You Make Her 
Safe ? Save Labor and Material 
For The Government. The Per- 
sonal Equation. Safe and Pleasant 
Banking. ''Acceptances Payable" 
or "Accounts Payable?" Save On 
Non-Essential Goods and Ser- 
vices. Doubly Protected. Sensible 
Economy. Double Duty Dollars. 
Build Up Your Bank Account. 
Large Business or Small. Personal 
Service In Banking. The Will 
To Win. Save Labor and Material. 
Beginning in Business. Advan- 
tages of "Acceptances. "The Wise 
Choice of a Bank. A Friendly 
Feeling. Our Service Is Individual. 
Better Acquaintance, Better Ser- 
vice. Get The Benefit of Modern 
Methods. Business Is Good. Our 
Family of Depositors. Depositors 
First. A Time For Conservation. 
Constructive Banking Service. 
Our Service is Individual. When 
You Need Business Advice. 
Economy and Efficiency. Let 
Your Dollars Volunteer. Give Up 
Luxuries. How To Insure a Good 

164 



ADVERTISING 



CRITICISM 



Income. Direct Connections Mean Prompt Collections. 
A Genuine Welcome. After You Pay For Your Liberty 
Bonds. Saving — Both Patriotic and Profitable. Banking 
Service Indispensable. Your Line of Business. Business 
Thrift. The Convenient Bank Account. A Great Need 
— Sensible Economy. Avoid Bad Debts. Learn Some- 
thing About Saving. Threefold Benefit of a Good Bank 
Balance. More Careful Buying. A Future Business Oppor- 
tunity. Double the Business on the Same Capital. Foreign 
Business Opportunities. Preventing Slow Accounts. 
Can You Double or Treble Your Savings? Helpful Sug- 
gestions. Bill of Lading Collections. For Business Wel- 
fare. A Wealth of Experience. Constantly Changing 




BANK NOTICE 

For the convenience of eu»- 
tomert of the Philippine Na- 
tional Bank, beginning Sat- 
urday, September 8, and 
until the five new windows 
are installed, the paying and 
receiving windows of the 
Bank will be open Saturday. 
from 9 A. M. to 12 M., and 
from S P. M. to 7 P. M. 

THE PHILIPPINE NATIONAL BANK 



Look a£ the Map 

As a Distributing Center 
Chicago is in a class by itself 

fjT Items handled through our Transit Depart - 
Tll ment afe sent direct — or through but one 
intermediary. This Department is under 
the direct supervision of one of our Vice 
Presidents, and we invite your inquiry 
regarding collection facilities. 

The National City Bank 

OF CHICAGO 

DAVID R. FORCAN. Prctidcnt 



Thought Crystalized 

The act is only crystalized thought. Better 
cryst^lize your thought of. saving money by 
depositing a part of- your earnings into the 
Savings Department of the 



Citizens National Bank of Long Branch. N. J. 

<The Only National Bank in the City) 

3i% Interest Paid On Savings Deposits 

Valuables Cared For Without Charge 



Fig. 78 

165 



BANK ADVERTISING EXPERIENCE 

Loans. Banking Service for Corporations. You Can 
"Clip Coupons." Strength and Service. A System That 
Helps You. Helping Your Business. For Better Busi- 
ness. Aiding Our Customers. You Are Invited. 

The only criticism of the ad. of the National City Bank 
of Chicago (Fig. 78), is that it tells the reader to "Look at 
the map/' but doesn't furnish him with any map to look 
at. He must go to the library and get an atlas. The 
Central State Bank uses a cut of four young men which I 

wager is ordinarily 

fa . _ _ ...... b 



71 Pairs of Trousers ~£*R£*Z 

olent, if somewhat eccentric, New Yorker. 



my 



the 

■ of the city. 
3e examined 



executors to hold 

highest bidder, and the proceeds distributed to the jx 

I further desire that these garments shall in no waj 

or meddled with, but disposed of as they are found at the time of 

my death; and no purchaser to buy more than one pair." 

The sale was actually held and the 71 purchasers each found, in one 

of the pockets, bank notes to the amount of $1,000 

The above ca6e may serve to remind you. that instead of allowing the courts 
the pleasure of doing it yourself, 
to that end are a. WILL and the 



Our T™.t Offi. 



6trong Trust Company 

U be 8 Ud to expUin t 



13 
BE 



Mercantile Trust and Deposit Co 

of Baltimore 

£ Established 1884 



used to advertise 
men's hats. The 
same word mis- 
spelled three times 
in the ad. of the 
Citizens National 
Bank, of Long 
Branch, is "going 
some" for the local 
proofreader. A 
bank ad. from the 
erstwhile bailiwick 
of Aguinaldo might 
be considered a 

curiosity, but the little notice of the Philippine National 

Bank, Manila, does not differ from hundreds we see in 

continental United States. 

As a heading for a trust advertisement, "71 Pairs of 

Trousers" is a novelty, to say the least. Maybe this ad. 

of the Mercantile Trust & Deposit Company, (Fig. 79) 

Baltimore, will become as famous in its way as the 

"Breeches" edition of the Bible. 



Largtti Capi& arA Svrpln. 



3E 



Fig. 79 



166 



ADVERTISING 



CRITICISM 



Poor Spelling and Rhetoric 

I don't know where the First National Bank and the 
Citizens National bank signing the ' 'Overdrafts" adver- 
tisement (Fig. 80) are situated, so maybe it's safe to 
criticize it somewhat. The heading is strong enough but 
"Why We Cannot Permit Overdrafts" would have been 
better, to my way of thinking. And, by the same token, 
the ad. itself ought to go into the whys and wherefores 
a little, pointing out the many free services a bank 
renders and how little 
profit there is in hand- 
ling a small account 
at best, let alone 
when it is persistently 
overdrawn. In the 
first line, the word 
"comtroller" is 
spelled wrong; no 
spacing between 
"allows" and "an" 
in last line of first 
paragraph. There is 
a gross redundancy in 
the second paragraph. 



OVERDRAFTS 



The Comtroller of the Currency has noti- 
fied the National Banks that overdrafts 
must not be allowed, and has prescribed 
severe penalties if any National Bank al- 
lowsan overdraft. 

Notice is therefore given that after Janu- 
ary 1st, 1917, no one will be allowed to 
overdraw his or her account, and that over- 
drafts will not under any circumstances be 
permitted. 

Dec 20, 1916. 

FIRST NATIONAL BANK 
CITIZENS NATIONAL BANK 



Fig. 80 

Funny typographical error in that Welch, W. Va., ad. 
(Fig. 81) — "First National Band," instead of Bank. It 
does not make a noise like a good bank ad. largely because 
of the printer's mistake. We'll lay it on to the poor 
printer anyway, who probably has been "spurlos versenkt" 
by the local Everett True long ere this. 

The advertising manager of the American Trust Com- 
pany, of St. Louis, 0. A. Zahner, sent me samples 



167 



BANK ADVERTISING EXPERIENCE 



of his maiden efforts and asked for criticism. I told 
him that I was impressed by the appropriateness of 
the illustrations used, but I added: "I think 
it would be better if you were to have a 
border design prepared, and plates made, rather than to 

let the newspaper 
make a rule border, 
which is always 
unsatisfactory in 
that the ruled joints 
are seldom brought 
together as they 
should be." Later 
Mr. Zahner wrote: 
"It so happened that 
your suggestion of 
border cuts came 
just before I started 
to prepare my cam- 
paign about our new 
bank building. It 
set me thinking and 
the enclosed ads. are 
the result. The first 
ads. at least were 
effective. We had 
thousands of visitors 
inspecting the build- 
ing the opening day. I would appreciate your frank 
criticism of these ads." I told Mr. Zahner that his 
ads. didn't need much, if any, criticism and this is 
borne out by the examples of his advertising repro- 
duced (Figs. 82 and 83). 

168 



Just To Invite You 


TO LOOK OVER 
THE STATEMENT 

OF THE 

First National Band 

OF WELCH 

In This Paper 


Note Hie Steady Growth of Our 

Institution to the Milloin 

Dollar Mark 



Fig. 81 



ADVERTISING 



CRITICISM 



Typographically, the advertisement of the Talbot 
Bank (Fig. 84) is quite strong and well balanced, though 
there is a lot of reading matter in one paragraph. But, 
why, oh why, wasn't it enough to have the name of the 
bank appear once at the bottom, while using at the top 
an interesting heading? Like this: "Interested in the 
Development of Easton." 

"Beware of Frauds," the heading used in the invest- 
ment advertisement of the First National Bank and the 
First Trust & Savings Company, of Cleveland (Fig. 85) is 
a timely one in this period of prosperity. It is a good 
point brought out by the ad. which is unusually well set. 
Of course, there be certain sons of Belial who will say that 
it is a negative heading and that a hasty reader might get 
the impression that the frauds he was to beware of were 
the two institutions signing the ad. but that is a reductio 
ad absurdum which is its own best answer. 




Monday, the j^m\ 

First of April T\f || \jf 

| „,° UR TRADE-MARK J 




Why Move? 

*e our growth AttamA* it. 

Why 716 Locust St.? 
American Trust Co. 




American Trust Co. 

716 Locum Street 

— f " " "1»J 





American Trust Co. 



Where Buaineu 
Center* 



American Truil Co, 




Fig. 82 

169 



BANK ADVERTISING EXPERIENCE 




£®{£©<2U3®5& 



w 



Your Liberty Bonds are as ne: 
If through fire, carelessness, or 
lose them, you would be out that amount. 

American Trust Compuny service is offered you. 
Bring in your bonds — our Trust Department will is- 
sue a receipt and keep the bonds in its vaults where 
other valuable papers of estates in its charge are 
kept — subject to your withdrawal at any time — 

Absolutely Free of Any Charge for One Year. 



Fig. 83 



An Old Ad. of An 
Old. Company 

One morning the 
clerks of The Farmers 
Loan and Trust Com- 
pany, New York, 
came down to busi- 
ness and their first 
greeting to each 
other was "Have you 
seen our ad. in the 
paper?" The point 
was that the historic set-up, standing since 1822 perhaps, 
had been changed to single-column form. (See Fig. 86.) 
However, we should not be too hasty in criticising this 
advertisement as it is typical of the permanence and 

solidity of that fine 
old institution, and 
you can't get around 
the fact that the 
Farmers Trust 
handles a very large 
number of personal 
trusts — probably 
more than any other 
New York trust 
company. 



THE TALBOT BANK 

EASTON -:• MARYLAND 



THE men directing the business of this finan- 
cial institution are fellow citizens, interest- 
ed in the development of every laudable enter* 
prise in the community. All individuals aiming 
for progress and advancement require finan- 
cial cooperation and this Institution provides 
the necessary facilities. Lending money is one 
of its most useful services. Consult freely 
with our Officers on all financial matters. 



THE TALBOT BANK 

EASTON -:- MARYLAND 



Fig. 84 



"Pep ' and "Puncn" 

Franklin Hawk, 
formerly of the New 
Business department 



170 



ADVERTISING 



CRITICISM 



.;■:■ ■.;;■: v ■.:,>;--, -. .^..vu^^^/^^f^-^^^i^H^^^^:^'^ 




Beware of Frauds 

It is said that there are more fraudulent 
investment schemes promoted at -the pres* 
ent time than ever before in the history of 
the country. 

Money is plentiful, and hence, oppor- 
tunities, some legitimate and many ques- 
tionable, are offered on every hand. 

If ever "Safety First!' should be the fi- 
nancial slogan, now is the time. 

Our officers will be glad to confer with 
those who contemplate making investments 



FIRST 



NATIONAL BANK 
TRUST ff SAVINGS Co 

24/ Euclid - nearths Square 
Combined resources over $83,000,000. 



Fig. 



of the Superior 
Savings and Trust 
Company, Cleveland, 
wrote: 

"I am taking the 
liberty of sending for 
dissection, copies of 
some ads. that we 
have used during the 
past six months. Our 
newspaper space is 
only 2y 2 inches 
double column, 
appearing in four 
daily papers twice each week. I would appreciate very 
much any ideas you may care to give me, either in the 
line of copy or in change of set-up, so that I can get 
more 'pep' and 'punch' into the ads., without sacrificing 
the dignity that is insisted upon." 

In my humble way, I tried to give Mr. Hawk some 
suggestions but I don't think his ads. are lacking in the 
two "pV these two ads. being fair samples of his work: 

"Workers Can't 
Always Work. 

"But Workers' 
Savings Can. 

"How Much Have 
You Saved Since Jan. 1? 

"If you are not 
living within your 
salary, how do you 
ever expect to live 
without it?" 



Executor 



Trustee 



Chartered 1822 

The Farmers' Loan and Trust. Company 

Nos. 16, 18, 20 & 22 William Street 

Branch Office, 475 Fifth Avenue 

New York 

LOUDON, 15 OoctepniSt,, S. W., 26 Old Broad fit, EC, 
PARIS, 41 Boulevard Haussmann. BERLIN, 5 6 Un tor dan Linden, N. W, 7 



Travelers' Letters of Credit. Foreign Exchange, 
Administrator Gnardian 



Fig. S6 



171 



BANK ADVERTISING EXPERIENCE 

There is a friendly, "folksy" sort of sound to that ad. 
headed, "Our Family of Depositors" (Fig. 87). I don't 
like the first paragraph, though. One doesn't talk that 
way in the bosom of his own family. The second paragraph 
has more of the spirit of paternalism the headline leads us 
to expect. But it's a strong "ad" typographically. 

"Sameness, Tameness and Lameness," are three things 
to be avoided in bank advertising, according to William 
G. Rose, of Cleveland, and he is right. At the same 
time, your advertising ought not to be too "different," too 
wild or too sprightly. There is a happy medium. 

Some of us who are woefully ignorant of Alaska maybe sur- 
prised to see such a good newspaper advertisement as that of 
the First National Bank of Valdez. Judging by that ad. (Fig. 
88), I am convinced that Valdez is an up-to-date community. 



Let There Be at Least One Liberty Bond in Every American 
Home — To Help "Make the World Safe for Democracy." 

Every American heart must thrill with pride 

At the privilege of standing by our Govern ment's-side; 

To back our brave soldiers, of whom we're so-fond. 

Let this be our slogan, "Buy a Liberty Bond." 

The least we can do is our money to spend 

As they risk their lives, the dread conflict to end. 

They face the hardships, we have the ease, 

Our Flag must continue to float in the breeze. 

Backed by our dollars and backed by our grit, 

So let every American contribute his bit. 

Apart From Motives of Patriotism, You Should Buy 

LIBERTY BONDS 

because they are the best and safest investment in the World — 4% Convertible Bonds Backed 
by the promise to pay of the United States Government. 

Whatever your circumstances may be, we wil] help you — for example: If you buy a single $>0.03 
Bond vou may pay One Dollar down and One Dollar per week until fully paid— larger investments in 
proportion. We will encourage and advise you— if you desire it we will retain your Bonds in our 
Vaulis without charge. Our services are at the disposal of the Government and of you. Call or write. 

MANUFACTURERS TRUST COMPANY 

THREE OFFICES 

774 mnd 776 Broadway, cor. Summer Ave. 84 Broadway, cor Berry St 1459 Myrtle Ave., cor. Bleedttr St. 

BROOKLYN-NEW YORK 



The Bank Ad. Poetical 

172 



ADVERTISING 



CRITICISM 



"Our Family of Depositors" 

That phrase has a practical meaning. It expresses 
an existing condition which all customers of the 
National City Bank fully understand and appreciate. 
Our officers will be glad to have you call and talk 
with them regarding your banking business; they 
will be still more glad if they can offer a suggestion 
which will be of some value to you in looking after 
your financial affairs. 

NATIONAL CITY BANK 

LEADER-NEWS BUILDING 



Fig. 87 



The advertising 
manager of the Amer- 
ican National Bank, 
St. Paul, sent me the 
little ad. of his bank 
(Fig. 89), saying: 

"In the past it has 
been our policy to 
group our ads. Dur- 
ing the coming year 
we intend to fill a 'three times a week' contract with the 
Dispatch and News. This will necessitate our using 
smaller ads. and more of them. Don't you think this is a 
better policy?" 

I replied: 

"I think it is much more advisable to run moderate 
sized advertisements frequently and continuously rather 
than big advertisements only once in awhile. In 
regard to your five-inch single column ad., it would 
be much better for 
you to have the 
whole border drawn 
instead of just the 
top and bottom 
rather than to let 
the newspaper put 
in the rules which, 
as you will notice, 
do not join properly. 
It is always difficult 
to join a cut and 
type rules in that 
way. 



Financial Reserve 

There is hardly a day passes but most 
of us are catted upon to draw upon our re- 
serve, either physical, mental or financial. 

Have you some in store t 

This bank is a good place to start a fin- 
ancial reserve and it cannot help but be of 
real service to you. 

War Saving Stamps For S4J*. 

THE FIRST BANK OF VALDEZ 

VALDEZ. ALASKA 



Fig. 88 



173 



BANK ADVERTISING EXPERIENCE 



Copy That is Too Long 

Both the Harriman National Bank of New York and 
the Farmers & Merchants Bank of Fairfield, Neb. (Fig. 
90), appear to believe in long copy. The Harriman ad. 
gives one the impression that the make-up man was asleep 
at the switch and allowed an editorial on the war to get 
in where a bank advertisement was meant to appear. The 
Fairfield ad. is interesting if it is too long. 



merican * 

National * 

>*BankV* 



A Booklet Criticism 



Money in the Bank 

will solve the 

High Cost of Living 

Prove this to your 

own satisfaction by 

opening an account 

at 

"The Strong Bank 
for Everyone" 




The typewritten copy of a booklet was 
submitted for criticism by the advertising 
manager of a large Eastern bank. He 
wanted no mincing criticism. So I took 
off my gloves and went at the copy some- 
thing like this: 

"I think the title could be improved 
upon inasmuch as the word 'Service' 
alone might apply to innumerable con- 
cerns. It would be better to give the 
booklet such a title as 'How the Blank 
National Bank can serve you/ 
'The copy in the first two or three pages of your booklet 
is decidedly negative in its attitude. I think that it is 
inadvisable, from a psychological standpoint, for a bank 
to mention the possibility of any bank failing, as it raises 
a doubt in your prospect's mind at once. To put a lot 
of such matter right at the beginning of your booklet is 
certainly starting off with the wrong foot. 

"A good place to begin your copy would be the middle 
of the third page, where you say: 'Do you know that the 
lobby of a big bank/ etc. You are unfortunate in your 



Fig. 89 



174 



ADVERTISING 



CRITICISM 



choice of the instance of the crazy man, as your special 
officer's ability to take care of cranks is not a particularly 
pleasing argument concerning your bank's service. 

"There is some very good matter in the teller's conver- 
sation which you give on succeeding pages, but again I 
cannot approve of some of the illustrations you give, as in 
a way they cast reflections on some of your customers. 
Those stories which you give concerning identification, 
etc., are very interesting, but they are more suitable for a 
magazine article than for a booklet endeavoring to interest 
the public in your bank's service. 

"If you could re-cast this booklet and get the human 
interest element into it 
by giving the actual, TWO KINDS Of MEN. 

Financially (here are only two kinds of men 
In the world; those who figure on the princi- 
pal of their money and those who deal with 
the Interest on the principal. 

The one kind of man throws away $10 care- 
lessly and says: "What's the difference. It's 
only a ten dollar bill"? 

The other holds on to that ten and says: "Ten 
dollars is the interest at 5 per cent on a capital of 
$200. 

One man figures how much $10 will buy, the 
other man on how much it would cost him to buy 
$10. 

A difference of principal and interest— that's 
all. Did you ever stop to think this out? 

The only difference between financial success 
and financial failure is Saving. 

If you have a little money in the bank oppor- 
tunity comes to you to invest it If you spend 
your money as you earn it, opportunity passes by 
and you blame the world. 




The Contract 



There are engagements into which nations like 
business are compelled to enter without formal 
contract. 

It is doubtful if the nations now at war would 
have contracted for" a struggle promising so long 
and bitter duration; and yet nations, like business 
men, when they have entered into a contract, 
must honorably fulfill it. They must, also, like 
merchants, show a fair margin of assets over 
liabilities, and contingent liabilities must be taken 
into consideration. 

The United States has entered into a contract 
which it is its purpose, determination and, happily, 
its ability to fulfill, for we have the necessary 
margin of assets in men, money and materials, 
together with other desirable factors of morality, 
youth and health. 

The Russian defection and the Italian disorder 
consume but a part of the margin. Neither of 
these things need be written off. They are to 
be likened at this time merely unto slow accounts. 

Domestic conditions and the condition of our 
partner Allies remain unchanged. Admittedly, 
however, this is a time for close and intelligent co- 
operation. It is obvious that the United States 
must bear its full share of the burden and per- 
haps more, even as one partner of a firm is 
responsible for the debts of the firm. 

The Harriman National Bank is confident of 
the willingness and ability of the United States 
to cany out its contract to the letter. 



Money deposited 'in our bank draws Interest 
and when paid out by check you have a re. 
celpt for your money. 



Farmers <Q. Merchants Bank 



FAIRFIELD, NEBRASKA. 



Harriman National Bank 

FIFTH AVENUE AND 44TH ST. NEW YORF 



] 



Fig. 90 



175 



BANK ADVERTISING EXPERIENCE 

experiences of one of your customers rather than by anec- 
dotes, I think it would be better. You could show how a 
certain customer started in with your bank in a modest 
way and gradually developed as he used the different 
departments of your institution more extensively, and 
how by the use of your advice and facilities he was able 
to increase his business, while at the same time he became 
a more valuable depositor." 

The Mercantile Trust Company advertisement (Fig. 
91) headed ' 'Uncle Sam Needs You" is a good war-time 
ad.; 'That Piece of Land You Want" is strong and typical 
"mail-order" copy, while "A Savings Plan" illustrates the 
right way to handle "contest" publicity, and the booklet, 
"100 Successful Savings Plans," is well worth reading. 



Small Ads. Frequently, Better Tkan Large 
Ones Occasionally 

It does not seem to be enough for a bank to advertise 
once a month even if it runs a large sized advertisement 




176 



ADVERTISING CRITICISM 

for several days at a time. G. B. Tucker, assistant 
secretary of the Northern New York Trust Company, 
Watertown, N. Y., wrote me: 

"Our advertising has been rather limited, especially 
in the newspapers, where our advertisements appear the 
last day of each month and the first two days of the follow- 
ing month. These ads. always feature our Interest De- 
partment on account of our interest being on the monthly 
basis plan. We use a 3x9 or 10-inch space for these ads. 
I am of the opinion that it would be better to run our 
ads. every week or oftener and cut down on the size. 
Of course the smaller the ad. the more attractive it must 
be, but by having a special border and trade-mark, I 
believe that the smaller ads. run oftener would be more 
effective. I would like your opinion in this matter. We 
have an arrangement with one of the local papers whereby 
we always have space at the top of the editorial page 
which I believe is the best location. These papers take 
in a large agricultural section and are read by most of the 
best people." 

I wrote Mr. Tucker: 

"Your advertisements are very good, but, as you your- 
self seem to feel, it would be better to run a regular series 
of advertisements, even in smaller space with insertions 
several times a week, rather than to bunch all your adver- 
tising in two or three days once a month." 

Bank Advertising Improving 

The writer has been actively interested in bank adver- 
tising for a dozen years. During that time, he has 
seen a vast improvement. A decade or so ago the com- 
monest kind of bank advertising was the stereotyped form 
like that of the Yonkers institution reproduced in Fig. 92 — 

177 



BANK ADVERTISING EXPERIENCE 



the name of the bank first, capital and surplus, officers and 
directors, and little more. Now-a-days, such interesting 
and convincing ads. as those of the Fourth National 
Bank of Atlanta, and the Columbia Trust Company of 
New York, are quite common and their superiority must 
be seen at a glance. Perhaps banks and trust companies 
have taken a leaf from the experience of some of their own 
best depositors who are successful advertisers in other lines. 

In the first edition of my book ' 'Pushing Your Business/' 
written over ten years ago, I assumed the role of a prophet 
and said: "Some day a New York City bank will become 
courageous enough to do some real advertising — possibly 
even going so far as to use good appropriate illustrated 
copy as well as some arguments and reasons." That pro- 
phecy has been fulfilled long ago, and today a poor bank 
advertisement in a New York newspaper is the exception 
and not the rule. And the same is true in most other cities. 

For a long time it has been a thorn in the side of bank 
advertising experts that the largest bank in the country, 




ADVERTISING 



CRITICISM 



The National City Bank of New York, did no advertising 
in the ordinary sense of the word. The National City 
Company, the investment concern affiliated with the 
institution, has advertised progressively for some time, 
but it was only in January of this year that The National 
City itself began to advertise. The first advertisement 
was headed "Branch Banks an Aid to Foreign Trade" and 
I am reproducing it, (Fig. 93) because I believe its appear- 
ance is an epoch-making 
event in bank adver- 
tising circles. 

Detailed Criticism 

Persons who have the 
temerity to send me 
bank advertising mat- 
ter for criticism have 
got to stand up and 
take their medicine, 
and I guess most of my 
correspondents realize 
this. Horace W. Dresser, 
of Buffalo, wrote me: 

"lam yielding to the 
temptation of submit- 
ting to you two booklets 
which the City Trust 
Company has published 
during the past year. I 
am new in the business 
of advertising and it 
would be a great favor 
to me if you would 
take off your gloves and 



BRANCH BANKS 

An Aid to Foreign Trade 

1 I <HE. branch banks of The. National Gty Bank and those of tne 
JL t International Banking Corporation are to be fownd in forty-five 
of the leading business centers of the world. 

Special representatives in these branches devote their attention to 
the needs of business men in the different countries and assist In cre- 
ating a foreign market for American manufactures. 
These branches do a general banking business and offer every facility 
for the development of foreign trade. 



These are but a few of the points covered by the foreign service. 

The bank is organizing a further extension of Its International banking 

system to meet the needs of growing commerce. 

The foreign branches of The National Gty Bank of New York and 

of the International Banking Corporation which Is now Included 

directly in its organization, are to be fopnd In the following cities s~ 



Branches of 
The N ational City. Bank oj New 
Buenos Aires, Argentina 
Once, Buenoi Aires, Argentina 
Rosarfo, Argentina 
Bahia. Brazil 
Rio de Janeiro, Brazil 
Santos, Brazil 
Sao Paulo, Brazil 
Santiago d« Chile 



Valparaiso. Chile 
Montevideo. Uruguay 

Card cm o. Cuba 
Cienfuegos, Cuba 
...ma, Cuba 
■vlatanua, Cuba 
Sagua la Grande, Cuba 
Santiago da Cuba 
San Juan, Porto Rkc- 



York International Banking Corporati 

Canton, China 
Hankow, China 
Hong Koog, China 
Peking, China 

Shanghai, China 
Tientsin, China 
Bombay, India 
Calcutta, IndU 
Kobe. Japan 
Yokohama, Japaa 

Soerabaya, J am 
Cebu, Philippine 
Manila, Philippine* 

MtaelUn, 'Colombia 

Puerto Plata, Dominican Republic 

San Pedro deMarooris, Dominican Re 



Panama, Panama* 

San Francisco, California 
London. England 



The National City Bank of New York 

$S WA1X STREET^ NEW YORK 



Combined Resource* $1,104,064,405 



Fig. 93, Our biggest bank begins to advertise 

179 



BANK ADVERTISING EXPERIENCE 

go at my copy. Every slap you give me will help me 
to do better next time. The Talks Thru the Window' 
was published last spring. 'The Letters that Jack Wrote 
to Mary' is a more recent attempt — in fact it is just 
from the press, and has not yet been distributed. The 
booklets go to you with a prayer — and a hope that if 
the truth be bitter you will not hesitate to tell it — for I 
want to know the worst, now, that I may learn, perhaps, 
through your good counsel, to improve." I replied: 

"I think from a bank advertising standpoint that 'Talks 
Thru the Window' is a much better booklet than the other 
one for the reason that it contains more of the concrete 
information which would make the reader realize just what 
the service of your institution is. In the first place, I want 
to say that the mechanical part of both booklets is very 
good. The coA'ers and illustrations are excellent, and the 
typography leaves little to be desired. The story at the 
beginning of 'Talks Thru the Window' is good, but makes a 
rather long introduction. I do not like the modified 
spelling of the word 'Thru,' although, perhaps, that is a 
matter of personal taste. 

" 'The Letters that Jack Wrote to Mary' is cleverly writ- 
ten. If it was meant to be sent to women prospects exclu- 
sively I have no doubt it would get a reading, but I think it 
would be hard to get a man to sit down and read the book 
through. The thought that at once arises in my mind upon 
glancing through this booklet is that it is clever, but is it 
bank advertising? I think it is a hard proposition to mix 
love and banking, and I do not think you have done the 
trick in this publication. 

"To my mind, both of the booklets would have been 
improved from an advertising standpoint if you had had 
a condensed statement of the services, facilities, financial 

180 



ADVERTISING CRITICISM 

resources, and personnel of the City Trust Company in 
the back of each booklet. As it is, your company has 
spent money for handsome booklets and has not succeeded 
(in one of the booklets anyway) in putting across a very 
clear idea of just what your institution does for the public. 
However, I am convinced that you have the ability and if 
you will get a little more of the sales idea rather than mere 
entertainment into what you write about your bank, you 
will be likely to get more satisfactory results. 

"I would suggest that you write to the publicity depart- 
ment of the Guaranty Trust Company of New York and 
ask them to send you a copy of a booklet they got out some 
time ago entitled, 'Mr. Brown's Experience'. That is 
written in story form but it is strictly business and I think 
any business man who picked it up would read it through, 
which is more than I can say for ' The Letters that Jack 
Wrote to Mary/" 

Concerning the advertising of the City Trust Company, 
of Buffalo, Mr. Dresser replied : 

"It is hard to express my appreciation of your kindness 
in writing me such a fair and exhaustive criticism of the 
booklets published by our company. I ought to explain 
to you a little of the nature of our business. Our company 
does not invite any commercial business. The people we 
desire to attract are (a) business men and investors who 
have idle funds to deposit; (b) customers of the salaried 
and wage-earning class, similar to the depositors in savings 
banks. 

"It is my theory that the small depositors are, in one 
sense, the most profitable customers, for the reason that 
the wage-earning and salaried class, in opening bank 
accounts, make no demands further than that the bank 
will mechanically handle their accounts in a satisfactory 

181 



BANK ADVERTISING EXPERIENCE 

manner, while the account of the business man who can 
maintain a large balance almost always has a string to it. 

The successful business men are invariably accorded 
deference and good treatment. Small depositors, I 
regret to say, have not always been so treated. Conse- 
quently, they are most appreciative of courtesy and any 
unusual interest that a bank may show them is welcome. 
The large depositor, receiving from his bank only what he 
expects, does not talk about the service. The small 
depositor, receiving more than he has been accustomed to 
receive, and more than he has been educated to expect, is 
gratified, and likely to give the bank where he does busi- 
ness a lot of valuable free advertising. 

"It has seemed to me that the one element that banks 
usually have overlooked in competing to give good service 
has been a friendly, human attitude to their depositors. We 
have endeavored here to conduct a little propaganda with 
the object of getting this company known, locally, as 
having this quality. I have felt that in the long run, 
results might be obtained by very gentle reminders now 
and then to the people of this vicinity that the City Trust 
Company raises no barriers to any honest people. 

"Of course we have been engaged in publicity of another 
sort — in newspaper advertising, calling attention to the 
various functions that our company may perform, and we 
have distributed folders showing our condition and also 
clearly naming our facilities, war revenue tax booklets and 
syndicate publications of many kinds. All of these have 
been valuable in their way. However, I cannot yet be 
brought to the belief that the most effective bank adver- 
tising today is gained by 'hitting people in the eye.' The 
general public is not interested, particularly, in being told 
that a bank has made enormous strides in its deposits, and 

182 



ADVERTISING CRITICISM 

I think it is very bad advertising for a banking institution 
to advertise its profits which have no direct interest to any 
one save its stockholders. What the depositor wants is 
security and service. He is tired of having statements 
fired at him. He is weary of the stories of other people's 
success as told by them. What he wants is a hand to help 
to lead him toward his own prosperity, and if little by 
little, we can teach the people to believe that we are willing 
to be helpful, and consider it good business to be interested 
in our customers, no matter how small their means, we 
think that a result will be gained which will be well worth 
the trouble and expense. 

''A year ago, I read 'Mr. Brown's Experience,' and the 
reading of the book led me to write Talks Thru the Win- 
dow/ In getting up the booklet, however, I endeavored 
to incorporate in it a feature which 'Mr. Brown's Expe- 
rience' lacked The latter book is admirable in telling 
the story of what a bank can do, and it is interesting to a 
business man, particularly a man of the sort who would be 
likely to do business with the Guaranty Trust Company, 
but I think such a book would not appeal to Buffalonians, 
generally, as the people are different in this smaller city. 
There are fewer people of large means. Competition 
among banks has directed soliciting efforts toward every 
person in this town who has means enough to open a small 
bank account, but in this competition, until recently, the 
banks have not emphasized the fact that a banking insti- 
tution can be human. The publication of Talks Thru 
the Window' was followed by window cards which were 
passed out by the tellers, and by larger cards which were 
framed in the tellers' windows and changed every little 
while. We have also used these Talks Thru the Window' 
cards as an appeal to Liberty bond purchasers, who are 

183 



BANK ADVERTISING EXPERIENCE 

paying for their bonds with this company at the rate of a 
dollar or two a week." 

From Harry E. Reed, assistant cashier of the Farmers 
and Merchants Bank of Compton, Cal., I received this 
letter: 

"The writer used a series of 'Be Loyal' newspaper ads. 
(Fig. 94) about one year ago, the sentiment of which 
may possibly appeal to your ideas of country bank advertis- 
ing. We believe strongly in picture advertising, but the 
cost of such is beyond many small banks — that is, good 
cuts are and the others are less effective than none at 
all, of course. If it is not asking too much of you, I should 
certainly appreciate a piece of your constructive criticism, 
and don't hesitate to make it strong — even if it is all 
destructive criticism. What do you think of the funeral 
announcement borders used on these? What do you 
think of the tendency to crow over growth and success, as 
shown in the enclosed published statement? Let me 
have that criticism straight from the shoulder, and 
not a bit of back talk from this side of the continent." 

It beats all what gluttons some of my readers are for 
punishment, but I let Mr. Reed down easy, as follows: 

"I do not like the heavy black border and think that 
lighter double rules would have made a better effect. 
In regard to crowing about your growth, I think that 
is all right, especially as you have something to crow 
about. You know Josh Billings said what he liked 
about a rooster was that it not only was able to crow, 
but that it had spurs to back up the crow with, and 
certainly to have doubled your deposits in one year, 
is something worth speaking about." 

184 



ADVERTISING 



CRITICISM 



That laconic idea of the Farmers Loan & Trust Company 
(Fig. 95) amidst the more flamboyant Liberty Loan 
advertisements of other New York banks reminds me 
of the story of a quiet storekeeper who had a store 
next to a noisier fellow who used to get out in front 
and advertise his bargains in a loud voice. When he 
got through, the other merchant would say to the col- 
lected crowd, "The 
same here." 



Referring to an- 
other group of 
reproduced adver- 
tisements (Fig. 96), I 
have this animadver- 
sion to make: "Safe 
Bonds Yielding 43^% 
to 7%%" as used in 
its well set up ad., by 
the Harris Trust & 
Savings Bank has a 
strong appeal; an- 
other good Chicago 
ad. is, "The Woman 
Suddenly in Charge 
of an Estate." It is 
convincing and ought 
to do The Northern 
Trust Company a lot 
of good. 

An unusual use of 
the Ben Day back- 
ground idea is shown 
by the big ad. of the 



^ BE LOYAL ^ 

to your Country, to your State. Be loyal to your 
neighbors, to your friends, to your home. yes. and 
be loyal to your home merchant and to your home 
bank I Your community's welfare is your welfare. 
Keep your money at home, where You Know It Is 
safe. 



FARMERS AND MERCHANTS BANK 

OF COMPTON, CAL. 
First in Salelv. First in Service. 



^2*** Home Banks 
BE LOYAL 

TO YOUR COMMUNITY 

■■Every Mother's Son of Us"-an « ^"^Tlly"!' 
needs that aLs,a,,e which always accon.pan e ou tya ay lu 

■^^"S^mmantw » * loft t Z unless we are 
loyal to it— 'ithink it over." 

BY MUTUAL ASSISTANCE A COMMUNITY PROSPERS 



BUY AT HOME," 



FARMERS AND MERCHANTS BANK 



OF COMPTON, CAU 



First in Service. 



Fig. 91. A loyalty series 



185 



BANK ADVERTISING EXPERIENCE 

Hibernian Savings Bank, Los Angeles. A clever use of 
timely news in advertising made a strong safe deposit ad- 
vertisement for the Fidelity Trust Company, Baltimore. 

A rare combination of the old fashioned "card" and the 
new style savings ad. has been effected by the Union 
Bank of Canada. 

A couple of good ones from the "Hub" are shown, one 
appealing to savers and the other to business men. One 
cannot help but wish, however, that The First National's 
advertisement had been illustrated with a picture of the 
port of Boston or an appropriate shipping scene. 

A frank expression of my opinion concerning the 

"$AVIT" emblem 
of the Moshannon, 



LIBERTY BONDS (Pa.) National 

Bank (Fig. 97) 
was asked for, and 
here it is: 

"While the idea 
is all right for a 
savings advertise- 
ment or placard for 
that department, 
I do not believe 
that it is entirely 
suitable for an emblem to represent the whole bank, 
inasmuch as the institution is a national bank and 
must have other departments besides the savings depart- 
ment. Another thing, there is no reason why there 
should be quotation marks around the coined word $AVIT." 
From the Banking Corporation of Montana, Helena, 
G. W. Casteel, vice-president, I received a large sheet 
(15 x 23 inches) printed on both sides in two colors and 



Fig. 95. "The same here. 



186 



ADVERTISING 



CRITICISM 



profusely illustrated. Mr. Casteel asked my opinion of 
it, and I told him I thought there was a lot of good ma- 
terial in it which would have gotten better results if printed 
in booklet form. I may be wrong, at that, for Mr. Casteel 
says that the folder was mailed to a list of 5,000 names in 
their county, "and so far as we are able to measure 
the value, it has proved a good piece of advertising." 
The only answer to that is that perhaps if gotten out in 
somewhat handier and more attractive form the results 




jAN.n 



BANK ADVERTISING EXPERIENCE 

would have been better. Suppose a certain piece of 
advertising just about pays for itself. Well, imagine if 
possible that it could be made just a trifle 
stronger and more effective. In that case is it not 
reasonable to suppose that a little additional punch 
would make the advertising profitable, and not just 
self-supporting, so to speak? And if that might be the 
case, wouldn't that extra effort be worth while? 

This bank has quite an unusual and satisfactory emblem 
made of M's surrounding the dollar-sign (Fig. 97), mean- 
ing ' 'Money Makes More Money." 

Very neat and appropriate is the 
emblem of the Wolverine State Savings 
Bank of Wolverine, Mich. For the 
benefit of those who don't know, I might 
say that Michigan is the Wolverine 
State, and the wolverine, pictured on 
top of the emblem, is a very good like- 
ness of the animal. J. E. Wiggins, 
cashier of the bank, says that the em- 
blem is used on all printed forms as 
well as in the advertising matter of the bank. 

Referring to a group of three, (Fig. 98), perhaps the 
most interest -compelling advertisement is that of the 
First and Security National Bank, Minneapolis. A circle 
always catches the eye because the majority of ads. in 
a newspaper are square or oblong in shape. 

The drawing in the ad. of the American Exchange 
Bank of Milwaukee is rather weak. 

The trust advertisement of the Dexter Horton Trust 

& Savings Bank seems to be all that could be desired. 

Trying to crowd too much copy into the space available 

is an easily besetting sin of inexperienced copy- writers. 

188 




ADVERTISING 



CRITICISM 



Don't be one of those "graphomaniacs who fancy that 
perfection lies in an infinite number of words." 

The little advertisement of Alger Perrill & Co. (Fig. 99), 

Chicago, while it has nothing 
unusual about it, is very clear 
and to the point. In judging 
the advertising of investment 
houses one must always re- 
member that in many cases 
they are restricted by the Stock 
Exchange authorities from 
doing even as strong advertising 
as bank and trust companies do. 
The superimposed type of 
the advertisement of the Oak- 
land Bank of Savings (Fig. 100), 
does not bring out the name of 
the bank 



Do Not Attempt 
To Draw Your Own Will 

Lest your estate be dissipated by costly 
contests, consult a capable, experienced at- 
torney about your will' It is neither wise 
nor economical to' attempt drawing that most 
important document without competent legal 

This institution will be glad to give you 
and yeur attorney any additional informa- 
tion you may seek in connection with trust 
comjany administration — unquestionably the 
most effective and economical method of pro- 
vidiag a competent and reliable service for 
your heirs 

Dexter Morton Trust 

Savings Bank 

SECWJD AT CBEIKY SEATTLE, HAS& 

COMBINED RESOURCES OP 
THE DEXTER MORTON NATIONAL _ BANK AND 

$22,387,868.50. 



First 5Se< 
National 





As You Deserve 

WHEN, as a commercial o, 
a savings account deposi- 
tor here, you ask for an 
accommodation, the personnel of 
this bank will be so glad to serve 
you as you deserve to be served 
that you will be glad you asked, 
instead of sorry; and you will be 
glad to ask again. That, with 
the financial power of this bank 
and its broacf scope of financial 
services, is good, reasjn enough 
why you ought to make this your 
bank t,"s"n?Z, 

American Exchange Bank 



Fig. 98. Which is the most interest-compelling? 

189 



str ongl y 
enough and 
is not very 
legible any- 
way. 

"A Safe- 
guard of the 
FamilyWel- 
fare," a 
phrase from 
the body of 
the adver- 
tisement, 
would make 
a better 



BANK ADVERTISING EXPERIENCE 



heading than the one used in the advertisement of the 
Colorado Title & Trust Company (Fig. 100). 

It is a striking chart showing the growth of the Peoples 
Trust & Savings Bank, Chicago (Fig. 100), but that kind 
of an ad. does better in a banking journal (where this first 
appeared) than it would in a daily newspaper as bankers 
are more familiar with charts than the general public is. 

It must be a pretty good vault at the Lake Street State 
Bank, Minneapolis, 
as that bank adver- 
tised: "Every Sub- 
scriber to a U. S. 
Liberty Bond 
Through The Lake 
Street State Bank, 
2716 Lake Street, 
will have his name 
appear on our Gen- 
eral Ledger when the 
final payment is 
made — a permanent 
record for all Eternity 
attesting your PATRIOTISM. " 

Referring to that group (Fig. 101), containing a Balti- 
more, a Tacoma and a Pittsburgh bank advertisement, I 
want to commend them all for being interestingly written 
and attractively displayed. There's a lot of punch and 
human interest to that tank ad. of the "Peoples"; it is an 
unusual idea in that Scandinavian American ad; the Balti- 
more Trust Co.'s advertisement is very business-like. 
The only place where it could be improved is in the head- 
ing. Wouldn't something like this have been better — 
"This Company Will Help Solve Your Business Problems"? 

190 



/"\UR Partial Payment Plan encour- 
^*-^ ages systematic saving and enables 
you to invest small sums in v Safe Se- 
curities now yielding a high income 
It will pay you to investigate. 



ALGER PERRILL& CO. 

Investment Securities 

Members Chicago Stock Exchange 

Rookery Building Phone Wabash 8560 



Fig. 99. Good Typography 



ADVERTISING 



CRITICISM 



Starting out on a new advertising campaign, the First 
National Bank and the First Trust Company, affiliated 
with it, of Milwaukee, use a well drawn picture of 
their fine building (Fig. 102), as a sort of background 
for each advertisement. The distinctive emblem — alike 
for both institutions except in the lettering —is also 

used in each advertisement. 
The First National Bank 
of Pittsburgh is a good old 
bank established in 1852. 
But the historical ad. (Fig. 
102) shown does not bring 
out that fact. The bank could 
have been founded yesterday 
and still be located at the 
corner of Fifth Avenue and 
Wood Street. The location 
of a bank upon an historic 
site, does not give it any 



One Benefit of 
a Trust Fund 



A tmrt fusd in the on of thii Company ai 
Troitee il • lifeguard of the family welfare. Sneb 
a fund ertabbehed in your lifetime will enable yon 
to tee it In operation and mty prevent tbe wasting 
of yonr eetate throufb the inexperience of your 
exeeatott. 

Bt ettabliahi ng such • trnet fund yon in en- 
sured that your financial provision, for yoor family 
viU be named ant is accordance with yonr wiehw. 



Jnqnirlee Are Incited- 

The Colorado Title & 
Trust Company 

of Colorado Springs 

Capital, Sniptoa and.tlndiyided Profits, ♦400,000. 




irjmtL.mw inn 
liE5S f andU P !^ 



THIS tine—a growth from one to twelve million dollare de- 
progreeeivc and taetesf growing banks in Chicago. 


Complete f.c.lme. {o. 


every type of banking aervice 




Tli. ..count, of III, no, 


bank, and banker, arc .diced. 




DurmJ ihe A.. B. A. co 
,entl,lo=...dinCh...i 


n.ent.on you anil find thl. bank the 
o. Oul-of-t.-v/n banker, and their w 
a.e.eo-. L.le-fron. Bank." 


.Ta'reTJited 


THE 


PEOPLES 


TRUST AND SAVINGS 


BANK 


OFFICERS 
EARLB H REVNOLDS. P„..d.„, H. T CRISWOLD. C..k,e, 

R. B. UPHAM V,„.P,..,J.., E » HlNi: l.,,C.J 

HERMAN WALDECK. V„^P,^, d „, a. M SPEER ,.. , c „ ki „ 

A M RODE. S~r...r, R R OLSON A..,C..k„. 

C A ODONNE14. M„ S.I. D.po.„ V 


Opposito the "Li 


Won Michigan Boulcvo 


rd. Chicago 



Fig. 100 
Mostly good ones 



191 



BANK ADVERTISING EXPERIENCE 




Well, It's Here- 
"Tomorrow" 



*■ you know it is doing- 
•in[ li-iuvs results. Of alj 
l, only those that at laat 
arr tt-orfll anything. 

■ Thrift Stamps 



Solving 

Complex 

Problems 



memory of this 



The BaltimoreTrust Co. 

25 E. Baltimore St. 
Member Federal Reaerre System 
12-14 E. Pratt Street 




particular ad- 
vantage, per se. 
But if the bank 
has been doing 
business at that 
corner for sixty- 
six years, that 
is another mat- 
ter and it would 
seem as though 
it would be good 
advertising 
to bring out 
that fact. 

There is too 
great a variety 
of type in the 
ad. (Fig. 102) 
of the Fidelity 
Title and Trust 
Company and the copy 
seems rather amateurish. 

I once called attention 
to the crowded appearance 
of an advertisement of the Chemical National Bank, of New 
York. Note the improvement in the advertisement shown 
herewith. It's not perfect yet, but it is by way of being 
much more pleasing to the eye than some earlier adver- 
tisements of the same bank (Fig. 102). 

The way-faring man, though a fool, need not err in 
getting the point of that snappy little ad. of the First 
State Bank of Detroit (Fig. 103). The Baltimore Trust 
Company's ad. is a good model for trust companies seeking 

192 



ADVERTISING 



CRITICISM 



commercial business; there's good stuff in that Burlington, 
Vt., savings ad. but the name of the Burlington Savings 
Bank ought to be brought out much more strongly; insti- 





A HISTORIC SITE 












^on.i!'l 

■W.linl:BJL 








WB&^o 


I 

n 

t 

s 

] 


afayette was lodged at the Mansion House iro 
lay 30 to June 1. 1625, on his tour through th 
it i ted States as the Nation's guest This taver 
ood at the corner of Filth avenue and Woo 
reet,.and its site is now occupied by the Fir 
ational Bank. 

[?T"D QT NATIONAL BANI 
P llVO 1 AT PITTSBURG] 

FIFTH AND WOOD Convenleot tor you. 


d 

c 
I 





'To my daughter 
I bequeath — " 

Make sure (hat your daughter will obtain full 
and lasting benefits from what you will to her, 
by appointing the First 
Trust Company executor 
and trustee under your 
will. 

Competent management is 
necessary lo make your 
will effective. 




FIDELITY 

TITLE AND ^ 

TRUST COMPANY 

341-343 FOURTH AVE. PITTSBURGH. B»w 

ALL PEOPLE THAT 

in Greater Pittsburgh do live or transact business, 

excepting tho»e who are satisfactorily 
or sufficiently anchored at other 
good bank* of deposit, 
arc cordially invited to carry their CHECK- 
ING ACCOUNTS with us. 
Here you will find that strength in resources, scope 
in facilities, courtesy in treatment, that are sure to re- 
turn a SERVICE of real satisfaction; once here, ever 
afterwards here. 

Information gladly given. 



Fig. 102. Good, bad and indifferent 

193 



BANK ADVERTISING EXPERIENCE 

tutions like the Commonwealth Trust Company, lucky 

enough to have safe deposit boxes available, do well to 

advertise them strongly; it is a strong and convincing 

appeal of the Central Trust Company, Chicago, directed 

towards making permanent savers of Liberty bond buyers. 

Its own Walt Mason must have writ that 'Two Misers" 

skit (Fig. 104), by which the Commercial National Bank 

of Columbus tells Ohio people where they're at if they 

don't save their tin and savings accounts begin — * * * 

Help! 

Take a long breath and read this one sentence ad: 

"Having for many years placed at the disposal of banks 

and bankers throughout the country the personal service of 




A Trust 
Company 
Plus 



lional and Stite 



The Baltimore Trust Co. 

ISE. Baltimore Str«»t 
BRANCHES 



Fig. 103 

Good ideas in 

every one of 

them 



194 



ADVERTISING 



CRITICISM 



THE TWO MISERS 

One hoards what the nation needs, hoards whil 

his country bleeds. Money lust, avarice an 

greed are his creed — than which at no time i 

there lower! 

His "patriotism" amounts to a lacquer that hide 

beneath it the heart of a slacker. 

The other ranks high among us — the first is re 

jected, the second respected of men — an Econ 

omizer ! 

One stints for the sake of stinting. The othe 

saves for self-protection and country's good. Ii 

this war even more than before, National Wei 

fare rests upon Individual Prosperity. 

A little extra saving now is needed; financial con 

servation should be heeded — it may yet save de 

mocracy for the peoples of the earth. 

We will help you do your share by adding ou 

"bit" to yours, in the 

War Stamps 




Fig, 104. Every bank its own Walt Mason 



our officers in attend- 
ing to correspond- 
ents' requirements 
the Merchants Nat- 
ional Bank has dem- 
onstrated to financial 
institutions every- 
where that this per- 
sonal attention on 
the part of the officers 
assures not only 
accuracy and a broad 
treatment of each 
patron's require- 
ments, but also a 
degree of prompt- 



ness which has 
come to be a dis- 
tinguishing factor 
in this strong bank's 
service." 

The American 
National Bank, of 
St. Paul, makes very 
good use of small 
space in its "Pay by 
Check" advertise- 
ment (Fig. 105). 

It is gratifying to 
note that many of the 
suggestions I make in 
my writings 



The Sesame of Araby 
Has No Charm 

to "ope" the heavy door of impenetrable metal that 
seals the treasures of our vaults, for it requires more 
than Oriental magic, not to say the cracksman's 
art, or ravaging fire to undo what the safe-maker's 
skill has wrought for us. 

But nominal fees entitle you to ready access to 
the safety deposit box, with its prized contents, and 
to the lower vault, containing the trunk of famiiy 
plate and keepsakes. 

Thus, your pass-key is a trusty "Open Essex." 



E55EX N 
NATIONAL 
•BANK- 



OF MONTCLAIR 

Assets Over $1,500,000 



Neither has this ad. 



195 



BANK ADVERTISING EXPERIENCE 



from time to time are taken in good part and in 
many cases they are acted upon. For example, the 
L. S. Gillham Company, of Salt Lake City, wrote me: 
'Thank you very much for your kindly comment on the 
National Bank of 
the Republic adver- 
tising and just to 




Here's the Way 
to Success 



No man jumps into success at a .leap. 
No great invention has been a sudden 
thing. The Wrights worked on flying ma- 
chines years before- they flew. Henry 
Ford was a mechanic before he was an au- 
tomobile wizard. He did not dream a' 
Ford car; he .worked it out. And it took 
years. 

In your efforts to succeed it is Better 
to lay a foundation, aa the mason lays 
bricks, by adding one brick 'at a time. 
Saving little by little and making REGU- 
LAR deposits in this savings bank each 
week or each month, will lead to your 
permanent success. 



a time to work more, to pro- 
and to save more. To waste ju 
a is to fight on the side of the 



This 

duce mc 
these ti 
kaiser. 



Build yonr financial affairs on a strong 
foundation by opening a checking or sav- 
ings account at this bank, where you will 
have the benefit of complete facilities un- 
der one roof. 

The officers of tliis institution are al- 
ways ready to advise with you regarding 
-business matters. 



NATIONAL COPPER BANK 

md BANKEBS TRUST COMPANY 





PAY BY CHECK 

Safe, convenient, dignified. 
Let us serve you. 

American National Bank 

Robert at Seventh - St. Paul 



» 



Fig. 105. Good use ofsmall space 



ijIZANKIKHi WITH MUTUAL^ 
CQNFIPBNCF. 

Ever since thii bank wmi fowled, over a quarter of a 
century ago, it has consistently adhered to the plan of 






The trust which wt hive thus placed in Mr client! hu 
earned their confidence in torn, and the policy has 
proved to be as safe ai H is liberal. 

Additional protection ii secured to our depositors by the 
net that this bank is a member of the National Banking 
System as well as of the Federal Reserve System. So 
and so exacting the frequent 



K'ATiftNAE. BANK af- 
file REPUBLIC 




Fig. 106. A clever mortised effect 



Fig. 107. An artistic background 



196 



ADVERTISING CRITICISM 

show you that we know how very poor the art work was 
on the sample submitted originally, we are enclosing some 
of our later art work for that bank." 

The advertisements shown (Figs. 106 and 107), are 
certainly an improvement on some of the earlier ones sub- 
mitted. 



197 



Clothing the Bank Advertisement 

A Few Points on 
Typography 



199 



CHAPTER VI. 

CLOTHING THE BANK ADVERTISE 

MENT--A FEW POINTS ON 

TYPOGRAPHY 



XN the introduction to his book, Making Type Work,. 
Benjamin Sherbow says: "Advertising print to 
do its job must: 

"1. Command attention. 
"2. Get itself read. 
"3. Get itself understood. 
"4. Get itself acted upon." 

The "copy/' or subject matter, of the heading and body 
of the advertisement have a great deal to do with accom- 



" Produce More 

and 

Consume Less" 







These children's trusts have the 
same care as those amounting 



;, daily working rule of millions, 
r savings may i 



The Union Trust Company wants to help along this 
movement in Baltimore as much as possible and offers 
the Services of its Savings Department to that end. It 
also offers for sale the Government's war securities 



UNION TRUS' 
COMPANY 

Baltimore 




Good "Set-v 




-~^mf' 



What will become of your 
life insurance? 

^"■fc pro™* «l yom iiwrnme. police 
By m,V,n e thi, compony ..us.ee undo, yovi. life 

i.~«. pil.cy ... ........ »,.. n,ei, !,.,., J.w, 

you cm be m.e .U .he money -ill tt u>ed .o 
nuuln and p.olecl you. heir. 

BOSTON SAFE DEPOSIT 
& TRUST COMPANY 



) allowance check regularly 



equally sate bui wuh « br^cr i 



Bankers Trust Company 



201 



BANK ADVERTISING EXPERIENCE 





Fig. 108 



plishing the desired results, especially the fourth one. But 
the type or mechanical part of the advertisement must act 
well its part before the other factors can become effective. 
So, in order that your advertisement may have the 
requisite directness, force and clearness, you yourself 
or the person who handles your advertising should have 
in mind the primary rules of composition, involving 
principles of proportion, symmetry and perspective. 




OVEB 

$70,000,000 



DON'T HIDE YOUR 
MONEY AT HOME. 
qlF EVERYBODY 
DID THAT BUSINESS 
WOULD BE A8 DEAD AS 
IF EVERYBODY STOPPED 
WORK flLETYOUR 
MONEY WORK FOR YOU 
IN A SAVINGS ACCOUNT 
AT THIS BANK. 



THE PEOPLES 
STATE BANK 



Don't hide your money at home 

IF everybody did, it would kill business 
as surely as if everybody slopped work. 

Let your money work for you in a savings 
account at this bank of $70,000,000 re- 




THE PEOPLES 
STATE BANK 

MEMBER FEDERAL RESERVE DANK 



Fig. 109 



202 



CLOTHING THE BANK ADVERTISEMENT 



You'll Be Surprised 

How quickly a bank account grows when 
once started. Also, 

You'll Be Surprised 

How much you save by depositing all your 
income and checking out for your needs. 

And Of Course 

You'll prefer the safety afforded by United 
States Government 



TheEaston National Bank 

The oaly National Bank in Talbot County 
1» Entirely at Your Service. 



There Is Safety 

In Government Supervision 

The only national bank in Talbot County it 
entirely at your service and offers you the safety 
afforded by United States Government supervu- 
ion of national banks. 

Start an account here and make it grow by 
depositing all your income and checking out for 
your needs. You will be surprised how quickly 
this will increase your savings by making you 
more careful of expenditures. 

The Easton National Bank 



Fig. 110 



The importance of type in advertising may be judged 
from the fact that a certain type expert has gotten out four 
binders of separable-leaf charts showing the best sizes 
and styles of type to use for various advertising purposes. 
He is able to get $350 for the complete set, and gets it 
because the buyers believe that they can get more than 
that amount of value from it in time and money saved. 

Perhaps suitability is the first thing to be considered 
in the selection of proper type and in its arrangement. 



Backing Facilities lor American* Serving Abroad 



The Farmers* Loan and Trust Company 

16-22 William Street, New York 



Two Special Agencies in the War Zone 
Convenient to the United State* Army Camps 

ThU Company offers iu cervices for all banlring 
American officers and enlisted men serving 



The Company has been designated as Depositary of 
Public moneys both in New York and Paris by the United 
States Treasury Department. 



An American Banking Service 
for Americans at the Front 

Two special agencies of The Farmers' Loan 
and Trust Company have been established 
near the United States Army camps in 
France, and this company offers its services, 
for all banking transactions, to American 
officers and enlisted men serving either here 
or abroad. 

The Farmers' Loan and Trust Company 

16-22 WiUum Slrwt, N.w YoA 
B..nth (Wo 47S Filth Am 



Fig. Ill 



203 



BANK ADVERTISING EXPERIENCE 

As Poor Richard said, "What's proper is becoming; see 
the blacksmith in his white silk apron." 

To give an ocular demonstration of what I mean by 
suitable typography and to show how a poorly set up ad. 
may be improved I have taken the liberty of choosing at 
random a few bank advertisements and have endeavored 
to improve them, largely by re-arrangement of type. 
I hope that nobody will be offended but that perhaps 
some good may result from presenting herewith the deadly 
parallel illustrating the before and after treatment. 
(Figs. 108, 109, 110 and 111). 



The First National Bank 



Reserve Bank 



Capital, Surplus and Undivided Profits SIOO.000.00 



United States Depository for Postal Savings Funds 

Loans and Discounts at Reasonable Rates 
Interest Paid on Time Deposits Balety Deposit Boxes (or Rent 

This bank solicits your busines 



MONEY IS PLENTIFUL 

BUT IT IS HARD TO KEEP WITHOUT A 
BANK ACCOUNT 



NO MATTER how plentiful money may be, 
you can not keep it if you fritter it away. 
And carrying money around in your pocket 
affords an ideal opportunity for frittering. 



Prepare Now For Coming 
Opportunities 

The present is no time for the projecting of new 
enterprises unless they have a direct relation to our win- 
ning the war; but while conservative banking demands 
conservatism in the granting of loans just now, the pres- 
ent is a good time for forward-looking business men to 
build up their acquaintance, balance and credit at the 
bank in anticipation of more favorable limes for business 
expansion. 

Industrial Trust Co. 

Pa wt ticket 



MAKE IT PLENTIFUL FOR YOURSELF 
—DEPOSIT IT IN THIS BANK IN- 
STEAD OF FRITTERING IT AWAY. 

WE SELL WAR SAVING STAMPS 

Vallonia State Bank 

CaptUL $25,000. Surplus and Undivided Profits, $13,500. 



m THE FIRST ji 

I NATIONAL BANK I 

! AWLIINTGTON N.J. «I 



Fig. 112 



TaTSS. 


The present is the 


m2v 


time to act — not "to- 


i w M tJJ 


mo r row" — open 


L%£^ 


YOUR BANK ae- 


count NOW! 


We sell drafts, deposit 


certificates, etc 





3ro INTEREST ON SAVINCS3!% 



204 



Clothing the bank advertisement 

Poor and Good Use or Small Space 

Now for another ocular demonstration of poor and good 
use of small space. Take the four ads. of The First 
National of Gunnison, Colo., The First National of Arling- 
ton, N. J., the Vallonia State Bank of I don't know where, 
and the Industrial Trust Company, of Pawtucket, R. I, 
(Fig. 112). The Gunnison ad. is set in the antediluvian 
"card" style and contains three mis-spelled wordg, the 
funniest typographical error being in the last line where 
we read "costumers" instead of "customers/' That 
meaningless "Yes Sir" cut in the Arlington ad. would 
spoil it even without the impossible border. Eight 
different kinds of type in one small ad. militate against 



Where uptown currents merge 



and 42nd Street. This is one of the most 
•ols in the district served by the uptown 



You are cordially invited to visit our new banking 
rooms, lo meet our officers, and to consider the ad- 
vantages afforded by our increased facilities for hand- 
ling banking and trust Dusiness. 

ffpHnif^ Aatt1r SrU8t ® ffirr 

^,""' !' ; Bankers Trust Company 
: !',"„ i 

s~r- L'4 M i r 

ill 



Fig. 113 




Where uptown 
currents merge 



OUR new banking quarters are located 
in the new Astor Trust Building, where 
the great currents of uptown business 
life flow into each other— Fifth Avenue and 
42nd Street. This is one of the most conven- 
ient spots in the district served by the uptown 
railroad terminals— the great retail and whole- 
sale, hotel and theatre area. 

The personnel of the Astor Trust Company- 
has been retained intact ; the same officers and 
clerks as heretofore will greet you and attend 
to your wants, thus continuing those congenial 
relationships with clients which have been 
formed and cemented during years of business 
in the uptown district. 

You are cordially invited to visit our new 
banking rooms, to meet our officers, and to 
consider the advantages afforded by our in? 
creased facilities for handling banking and 
trust business. 

Sfitor Cruot Office 

Bankers Trust Company 



205 



BANK ADVERTISING EXPERIENCE 

the effectiveness of the Vallonia advertisement. By way 
of contrast, rest your eyes on the Pawtucket advertise- 
ment — a strong but simple border, a caps and lower case 
bold-face heading, no rules or ornaments. The result — 
a legible advertisement that is unhampered in getting 
its message across. 

In regard to the advertising of the Farmers Guaranty 
State Bank of Kemp, Texas, Vice President C. M. 
Galey of the bank wrote me: 

"We have been reading with quite a lot of interest your 
criticisms of bank ads. and we would like to know just how 
we might make our advertising more effective and conse- 
quently more productive of results. We are using quite 
a large space in our local weekly paper and we believe 
we could get better results if we only knew how to handle 
the advertising end of the proposition. For your inspec- 
tion we enclose an ad. clipped from our paper showing 
about the space we are using. The newspaper is planning 
to install a 6-column press and we will probably reduce 
our space to four columns by 10 inches. Any information 
you might care to give will be fully appreciated." 

My answer was: 

"Your advertisement is a good one, but it could be 
improved in some respects, both as to the subject matter 
and the typography. I have always followed the princi- 
ple that while it is all right to display the name of the 
bank, that display properly belongs at the bottom of the 
advertisement and the headline ought to be some inter- 
esting and convincing statement. In your ad. you have 
simply repeated the name of your bank except that in 
the second case you used the article The' before it. 

"Almost buried in the body of your advertisement, 
there is a talking point which would have been much 

206 



CLOTHING THE BANK ADVERTISEMENT 



better used as the heading. It is: 'Our growth proves 
the excellence of our service.' Of course, I realize that 
you are up against the limitations of a small country- 
newspaper plant, but by first finding out just what you 
want yourself and then co-operating closely with your 
printer, telling him just how you want your advertise- 
ments set, you could get more satisfactory results. For 
example, while his use of rules is very symmetrical it does 
not add to the effectiveness of your advertisement, I 
would take out all the rules except the border and endeavor 
to make the best possible use of type to bring out the 
strong points of your advertisement. What you really 
ought to do, if you could afford to do it, would be to have 
your advertisements prepared and set by an agency and 



* 



si Financial Prescription 

s collections to lag — his buying 
els management. 

ding" service which has helped in 
»ies. highly successful 

CentraF National Bank 



Untying one business knot 



Central National Bank 



A 



Fig. 114 



He called a Spade a Spade 



Upon investigation n wis found thai conditions 

-hnun how he suuM hnancc his sales ihtough the 
use of the "Trade Acceptance " Today his business 



Central National Bank 



Three sided business 



JWV» of proven character and abiliry u«->ng wund 
business mttha.is h;ive found this bant *\ er willing 
IP aid them in Mailing the nevvssary wwu-y to profit- 
ably carry on their undertaking*. 



Central National Bank 

■« mo Bkoaowa^ Oakland, Cauhmvu 



207 



BANK ADVERTISING EXPERIENCE 

then have the plates made. Another suggestion I would 
make to you is, that you buy a copy of Making Type 
Work by Benjamin Sherbow. I would also suggest 
that you get and study some of the best books on adver- 
tising. When you have absorbed the information which 
they contain, you will be prepared to get more satis- 
factory results from your advertising." 

Improving the Typography 

The two Bankers Trust Company ads. are reproduced 
"side by each" (Fig. 113), in order to show how it is possible 
to improve an ad. even after it is set up. At the left is 
shown the ad. as it was originally planned. Then the sug- 
gestion was made that to have the words, "Where Uptown 
Currents Merge" in immediate juxtaposition to the picture 
showing the aforesaid merging would drive home the point 
more quickly and forcibly. It was also decided that it 
would be better to have the body of the ad. set in bold 
face type even if some additional space had to be 
used. 

The four advertisements of the Central National Bank, 
of Oakland, Cal., (Fig. 114) are part of a series prepared 
by K. Leroy Hamman, who says of them: 

"I am sending you under separate cover proofs of a 
series of advertisements, "Business Building Series," 
published in Oakland by the Central National Bank. 
These advertisements have received such wide comment 
that it was necessary to pull these proofs to supply the 
request for copy. If you will note, each advertisement 
is carefully set in Caslon Old Style and commanded con- 
siderable attention in the newspapers where it was 
surrounded by crudely set black advertisements." 

208 



CLOTHING THE BANK ADVERTISEMENT 



How To Get Distinctiveness 

But banks in large centers have no monopoly on good 
advertising. Here's a secret that won't be a secret any- 
longer. If you want distinctive advertising, have your 
ads. set up by type experts and then electro typed. This 
guarantees satisfactory appearance and a distinctiveness 
which will make your ads. stand out from the ruck like 
a sore thumb, a good deed in a naughty world, or any 
other simile you want to use. That's the plan adopted 
by the Bluefield Bank, Bluefield, W. Va. Two of its 
advertisements are reproduced (Fig. 115). By the way, 
R. B. Parrish, cashier of this bank, is a firm believer in 
advertising because he can trace results — checks for 
deposit pinned to clippings of newspaper advertisements 
of the Bluefield Bank, now The Bluefield National Bank. 




BANK ADVERTISING EXPERIENCE 



Did you ever stop to consider that the vast majority 
of newspaper advertisements are either square or oblong 
in shape? It's a fact, and, by the same token, an ad. 
that appears in some other form — triangular or circular, 
for instance — always sticks out prominently. The ad. 
man of The Old National Bank of Spokane, (Fig. 116) 
has sensed that and you see with what satisfactory results. 

Lower Case Letters Usually Preferable 

The very attractive advertisement of the First National 
Bank, of Bonners Ferry, Idaho, (Fig. 117) proves that 
the large city is not the sole habitat of good bank 
advertising. Too bad though, that the body of the ad. 
wasn't set in "lower case" letters instead of "all caps." 
See how much easier it is to read the heading, signature 
and even the small line below because they are set in the 

type to which the 
eye is accustomed 
because fully 95 
per cent of all 
reading matter is 
in lower case. 

Please don't 
take that ad. of 
the First National 
Bank, of Snow Hill, 
N. C. (Fig. 117) 
and give it to your 
local printer as a 
model set-up. The 
chances are he is 
only too prone to 
Fig. n6 set your ad. that 

210 




CLOTHING THE BANK ADVERTISEMENT 

way anyway, especially if he runs a job plant and setting 
your ad. is his avocation, while his vocation is setting cir- 
cus bills and other big display matter. The trouble with 
this particular ad. is its too muchness — too much border, 
too many rules, too many capitals. By way of contrast, 
consider that little ad. of the First National Bank of 
Milwaukee (Fig. 117). It emphasizes again the principle 
that simple typography is strong typography. 

The different ways in which two good old Providence 
institutions handle their advertising is illustrated by the 
advertisements of the National Exchange and the Rhode 
Island Hospital Trust Companyshown herewith (Fig. 118). 



More Than Enough 



NATIONAL BANK. 

IN ADDITION TO AMPLE RE- 
SOURCES, EFFICIENT AND RE- 
SPONSIBLE MANAGEMENT. THIS 
INSTITUTION. AS A MEMBER OF 
THE NATIONAL BANKING SYS- 
TEM. COMES UNDER THE DI- 
RECT SUPERVISION OF THE 
UNITED STATES GOVERNMENT 

WITH SUCH STRENGTH AND 
FACILITY OF SERVICE. OUR OF- 
FICERS INVITE THE PATRON. 
AGE OF RESIDENTS OF THIS 

First National Bank 

Bonncrs Ferry, Idaho 



fl This Bank, being at the logical center of Wis- 
consin banking activity, and having an exceptional 
list of State and Foreign correspondents, offers its 
services to conservative Banks with the assurance 
that such a connection will be of mutual advantage. 

The First National Bank 

of Milwaukee 



"A RECEIPT IN FULL' 



THAT IS WHAT YOU HAVE FOR EVERY BILL OR ACCOUNT YOU 
PA Y BY CHECK. YOU DONT EVEN NEED TO MAKE A MEMORANDUM 
or THE PAYMENT. THE BANK KEEPS THE ACCOUNT FOR YOU. 



Your Cash Always Balances 



YOU HAVE NO TROUBLE HUNTING UP RECEIPTS AND RECEIPT- 
ED BILLS. JUST CALL ON THE BANK. FOR YOUR CHECK. AND YOU 
HAVE THE EVIDENCE COMPLETE. 



Our Protection To Depositors 

$50,000.00 Backed By Uncle Sam 

Josiah C. Exum, President; J. Paul 

Frizzelle, Vice-President; Moyer 

Mendenhall, Cashier. 



THE FIRST NATIONAL BANK 

SNOW HILL, N 0. 



'""* ~.~,~>.,.>.. 



Fig. 11' 

211 



BANK ADVERTISING EXPERIENCE 



NATIONAL 

EXCHANGE 

One of the Oldest and 

Strongest Banks in 

Rhode Island 





A Short Time Investment 



A Certificate of Deposit issued by 
lliis bank is as liquid a form of short 
time investment as can be found. It 
is practically cash drawing interest 

It is payable on presentation and 
yields a satisfactory income based 
upon the length of time for which it 
is issued. 

This bank with its CAPITAL <rt 

$500,000, and SURPLUS PROFITS of 
o^er $1, 100,000, Issues these certifi- 
cates. 

The record and strength of the bank 
Invito your notice. 

63 Westminster Street 



A Half Century of Service 

JANUARY 1st, 1868, fifty years ago, the Rhode Island Hos- 
pital Trust Company first began business, having been organ- 
ized under a special charter granted by the Rhode Island 
Legislature in May, 1867. 

This Company, the oldest trust company in New England, was 
founded by a group of public-spirited men who wished to establish 
an institution which would serve the best interests of the City 
of Providence and the Slate of Rhode Island, an institution act- 
uated by a high moral purpose and with such financial strength 
as to warrant public confidence. 

They succeeded in this and the Directors and Officers of the 
Company have never lost sight of the original aims of the found- 
ers. The Company to-day stands committed to the same worthy 
purposes. It is serving its customers as faithfully and efficiently 
now as in the past. It is living up to its best tradicions. 
Naturally, its long experience has inspired confidence on the part 
of the- individuals, firms and corporations which it serves. 
As the new year opens, the people of Providence and Rhode 
Island are invited to include the service of this Company in their 
financial plans for 1918. 

Rhode Island 
Hospital Trust Company 



Horatio A. Hunt. 
Preston H. Gardner. 
Thomas H. West. Jr., 
William A. I 



Edward D. Pearce 
Herbert J. Wells 
Lyman B. Goff 
Howard O. Sturges 
Stephen O. Metcalf 
Walter R. Callender 
Edward Holbrook 



OFFICERS 
HERBERT J. WELLS, President 

Henry L. Slader, John E. Williams, 



John H. Wells, 

Gilbert A. Harrington, 

Ami. Trust Offil 

Ernest A. Harris, 
Robert T. Downs, 

DIRECTORS 

James E. Sullivan 
Benjamin M. Jackson 
Frank W. Matteson 
Robert H. I. Goddard 
Henry D. Sharpe 
Isaac B. Merriman 
Charles C. Gardiner 



Henry B. Hagan, 
George H. Capron, 
Ralph S. Richards, 



Frank H. Swan 
Rowland Hazard 
Royal C Taft 
J. Arthur Atwood 



Fig. 118 

212 



CLOTHING THE BANK ADVERTISEMENT 



THE CANADIAN BANK 
OF COMMERCE 

SR EDMUND WALKER. jFlli^l JOHN A,R &• OmJHa.- 

CV.O. LLO. D.CL. PktAto &3?^ H V. P. JONES Ani Cnl f^mta 

Capital Pato Up. $15,000 WiResejive Fund. . $0,500,000 

THINK WELL BEFORE YOU SPEND 

Each dollar saved will help Canada to 

do her share in the War. 

Interest allowed at 3% per annum on Savings deposits 
of $1 and upwards at any branch of the Bank. 3 



Even a novice could 
pick out the better one 
from a typographical 
standpoint. It is only 
fair to state that the 
ad. of the Rhode Island 
Hospital Trust Com- 
pany occupied about 
four times as much 
space as the other one. 

A little rearrange- , 

ment of that Canadian Fig. 119 

Bank of Commerce ad. (Fig. 119) would help it a whole lot. 
The third display line I would make the heading, viz. : "Each 
dollar saved will help Canada to do her share in the war." 
That's the strongest line. Then I would put the name 
of the bank, etc., at the bottom. 

The "Cleveland First Again!" ad. appeared (Fig. 120) in 
the New York Times and I 
imagine the copy was tele- 
graphed inasmuch as the typog- 
raphy was not as good as the 
First National and the First 
Trust & Savings customarily 
get in their home papers. 

We reproduce two ads. of 
the Third National Bank, of 
St. Louis, (Fig. 121) in order 
to show how much more 
legible one is than the other. 
The explanation is shorter copy 
and better type. 

Jt ^ Fig. 120 



Cleveland First Again ! 

First Liberty Loan 

Red Cross 

Hospital Unit 

Recruiting 

Second Liberty Loan 

Y. M. C. A. War Work 



CLEVELAND was thi> first l,, s city to reach 
its quota in the Y M. C. A. campaign, and again 
assumed the leadership of the Nation in its patri- 
otic endeavors. Its first day's record was 
$718,059. 



Outside of New York City, of the 



:ional 



■more in lillU, THI-. MUST NATIONAL HANK 
of CLEVELAND was first in the percentage of 
gain in deposits during the year ending Septem- 
ber 11, 1917 

.^.—»~.»_ NATIONAL BANK 
FIRST TRUST & SAVINGS CO. 

247 Euclid— near the Square 

CLEVELAND 

** Combined resources over S100,000,000 



213 



BANK ADVERTISING EXPERIENCE 
Adopt Distinctive X ypograpny 

Every advertising bank ought to choose a distinctive 
style of type and always use it. In that way, you create 
a good will, a trade-mark value, for your advertising 
which is an important, if somewhat intangible, benefit 
to be derived from your advertising expenditure. 

Angus M. Campbell, cashier of the Montesano (Wash.) 
National Bank, wrote: "I am enclosing you herewith 
for criticism an ad. for safe deposit box business that 
I ran in our local paper. This ad. has brought us 
some business. What is your impression of it? I have 
been connected with this bank as cashier and manager 
for the past fifteen months. Our deposits have increased 
from $136,000 to $240,000." 

My criticism of this advertisement (Fig. 122) is that 
there is too much display type in it. Simplicity in type 
arrangement is much to be desired in advertising. This 




W/E want the public to feel toward us just 
as you feel toward the man who does 
for you a little hit more than you expect, in a 
little less time than you had a right to de- 
mand, and a little better than anybody else. 



Broadway and Olive 



Fig. 
121 



HOW WE SOLICIT BUSINESS 



We 



WILL ENTER INTO CORRESPONDENCE WITH THOSE 
WHO CONTEMPLATE DOING BUSINESS WITH US. WE WILL 
HAVE A FRANK DISCUSSION OF THE POSSIBILITIES OF A 
BANKING RELATION BETWEEN BANKS. FIRMS OR INDIVID- 
"AJ.S, TAKING INTO CONSIDERATION THE REQUIREMENTS OF 
THE PROSPECTIVE DEPOSITOR. AND SETTING FORTH FULLY 
WHAT WE CAN OFFER IN SERVICE AS WELL AS LINE OF 
CREDIT. IF UPON A THOROUGHLY MUTUAL UNDERSTANDING 
THIS BANK IS FAVORED WITH THE BUSINESS. WE WILL PUT 
FORTH THE COMBINED EFFORTS OF OUR ENTIRE ORGANI- 
ZATION TO MAKE EVERY TRANSACTION MUTUALLY PLEASANT 
AND PROFITABLE 



BROADWAY 



%&. 



AND OLIVE 



214 



CLOTHING THE BANK ADVERTISEMENT 



YOUR 

LIBERTY BONDS 

War Savings Stamps 
and Certificates 

WHERE ARE THEY? 

There's A Reason 
Steel Safe Deposit Box 

The Montesano National Bank 

WHY NOT YOU? 

MONTESANO NATIONAL BANK 



Hisrh Street Bank 



CAPITA L $120,000 SURPLUS $ 120,(100 

1'RESIDENT, HENRT A. GKIMW00D 

DIRECTORS: 

.TAMES B. PAINE HENRY A. GR1MWOOD 

DUTEE ARNOLD ELIJAH ALLEN 

CHARLES F. IRONS WILLIAM A. HATHAWAY 

CHARLES C. DARLING 
ELIJAH ALLEN", CASHIER 



ACCOUNTS RESPECTFULLY SOLICITED 



Fig. 122 



Fig. 123. 



Free Book on Canning and Drying 



Mellon 

National 

Bank 



510-511 Smithfleld St. 
409-413 Fifth Ave. 
406-410 Oliver Ave. 



Canning and Drying of Vege- 
tables and Fruits is a patriotic 
duty. It is one of the most ef- 
fective ways of saving food, that 
our Armies and our Allies may 
have all they need. 

We have for free distribution, 
the Home Canning and Drying 
Manual issued by the National 
War Garden Commission. It is 
an authoritative treatment of 
the subject. It contains direc- 
tions for pickling and jelly mak- 
ing, for canning and drying 
fruits and vegetables. 

Ask for your copy 



FIRST 

£ STATE BANK M 

OF DETROIT 

Established 1853 

MAIN OFFICE: GrUwold and Lafayette 
Seven Convenient Branches 



III 



1 7Q2 1 Ql ft 








JL § &*mmt ll/lO 




Before Closing Your Home 
FOR THE SUMMER 

Store Yoor 

SILVER AND OTHER VALUABLES 

In the 

SPECIAL STORAGE VAULTS 

of the 

Irving Trust -flatbush office 

- FLATBUSH AND 

Company unden avenues 

"In Heart of Flatbuah" 
Packages Stored at SOc and Upward per month 




More than One Hundred Twenty- 
Five Years in One Location is 

A guarantee of the stability and character of this bank 
and of its service to its depositors. 


WE INVITE NEW ACCOUNTS 


A large capital and surplus insure the Safety of our 
deposits. 


LET US SHOW YOU 


THE NEW HAVEN BANK, N.B. A. 

Cor Chapel and Orange Streets. 
Established 1792. 









Fig. 124 

215 



BANK ADVERTISING EXPERIENCE 



Congratulations 



We are mighty proud of our 3,175 de- 
positors and friends whose co-operation 
enabled us to subscribe for $816,150, of 
the FOURTH Liberty Loan. 



The Home National Bank of Meriden 

E. J. DOOLITTLE, President. C. S. PERKINS, Cashier. 



advertisement suggests what would occur if there were 
twenty persons in a room all shouting at the same time. 
It would be impossible to distinguish what any one was 
saying. It would be much better to have one or two 

strong display lines 
in this ad., and the 
balance in good read- 
able body type. Per- 
haps the bank would 
have gotten twice as 
much good from its 
advertisement if it 
had been set in that 
way. 

Once in a while, 
even yet, one sees a 
well-preserved speci- 
men of the old-fash- 
ioned "card" bank 
advertisement like 
that of the High 
Street Bank (Fig. 
123), but the species 
is increasingly rare 
and I believe in the 
near future will 
become as extinct as 
the dodo bird. 

Referring to the 
group of four small 
advertisements (Fig. 
124), each of them 
has some points of 







In Anticipation 



ef our customers' requirements, we have 
provided an equipment consisting of 
every modern appliance and convenience 
for the quick and accurate transaction of 
all banking business. If you are not now 
banking with us, come in and get ac- 
quainted. 

Home National Bank 

16COIONY STREET, MERIDEN, CONN. 
RESOURCES $ 2,100,000.00 

De;Joil(ory of United Steles Ccwermntnt.State of Connecticut and Town of Meriden 



FIRST NATIONAL BANK 



V. 8. DEPOSITORY 



CAPITA!, *200,M0 



Charles L. Bockw.U, President. 



DIKECTOBS 



CHAS F. X.IX8LE7, 
O. B. BOGFJB8, 
0. X* BOCKVTEIA, 



Floyd Corlui, Caihler 



C. W. CAHILI., 
C. A. IIABNED, 
FLOYD CCBTIB. 



All United State* Third Liberty Loan 4£% 

Bonds subscribed for through this 

bank are now ready for delivery. 



Fig. 125 



216 



CLOTHING THE BANK ADVERTISEMENT 



EXECUTOR 


TRUSTEE 


The Meriden Trust & Safe Deposit Co, 


CHAS. L. ROCKWELL. President. CHAS. F. 
WM. B. CHURCH, Secretary. HARRY H 


LINSLET. Vice Preat 
SMITH, Treasurer. 


TRUSTEES 

John L. Blllard Chas. L. Rockwell 
Chas. F. Llnsley J. H. White 
B. J. Doollttle C. P. Bradley 
Oeo. H. Wilcox T. H. Blllard 


Wm. H. Lyon 
Edward Miller 
A. 3. Lane 


•" Safe Deposit Boxes from $5 to $25 


per annum 


ADMINISTRATOR 


GUARDIAN 



interest, as Sherlock Holmes would say. The typography 
of that signature of the First State Bank of Detroit is very 
strong, and the ad. tells a good deal in small space. 

There are some very convincing facts in that advertise- 
ment of the New Haven Bank, N. B. A., but the 
typographical arrangement is poor. There are several 
century-old banks in the United States, but only a few 
of them, to my knowledge, are living up to their advertising 
opportunities. 

The little ad. of 
the Irving Trust 
Company is better 
typographically than 
that of the New 
Haven institution, 
but somehow I 
can't get very 
enthusiastic about 
that, either. It looks 
more like the result 
of the lucubrations 
of the printer than 
of the advertising 
man, whereas a 
really good ad. is 
usually the result of 
their joint efforts. 

A fine collection 
of the newspaper 
advertisements of 
The Union Trust 
Company of Pitts- 
burgh, was issued 



John B. Hall 
Chas. E. Flynn 
B. L. Lawton 



Meriden National Bank 

CAPITAL $200,000 

Chartered 1»3» 2°. E " ,,; Mam St. 

Nationalized 1S65 Safe Deposit Boxes 

HERMAN HESS, President 
HARRIS S. BARTLETT, Cashier 

DIRECTORS: 
John L. Blllard W. F. Parker 

George H. Wilcox G. E. Savage 

Herman Hess BenJ. Page 

OPEN AN ACCOUNT WITH US 

One Dollar Starts a Book 

50 CENTS OR 25 CENTS 
MAY BE DEPOSITED EACH WEEK. 

THE MERIDEN SAVINGS BANK 

03 East Main St. Incorporated 1851. 

Save and Have 

City Savings Bank 



V1CB rlMESIDENTSi 
CUM..F. Llniler 



rravur w. oii>«»» 



Interest On Deposits Commences the First Day of Each 
Month 



Fig. 126 



217 



BANK ADVERTISING EXPERIENCE 



Keep Your 

Victory Bonds 

Safe 

It is unwise to keep 
your Victory Bondi 
nround the house 
when you can get 
a Safety Deposit Box 
in this Bank at very 
•mall cost where 
your securities 
(bonds, insurance 
poEcic», etc.) will 
•hvay* be §afe — 
always; easily accc*' 
aible. 

We gladly give 
full information about 
our Safety Deposit 
Boxes (different 
sizes); call in and 



THE BANK OF 
NOVA SCOTIA 

F. W. ROSS 

Hmsgrr Winnipeg Brjnch 
Branch St Ehmrood 




H — did his best; 

but he couldn't keep his 
accounts in shape, and 

Of course, the Es- 
tate, whose Executor he 
was, suffered. 

Successful adminis- 
tration is largely a mat- 
ter of such bookkeep- 
ing as this Company, 
through its staff of ex- 
pert accountants, gives 
to property in its care. 

Write for booklets. 

Wnzt 

9sbp 

Capital 

Paid-up, $1,500,000. 
Reserve. $1,500,000. 

323 Main Street 
WINNIPEG 



ARE YOU A FAILURE? 

JAMES J. HILL, the great Empire builder of 
the Northwest, has said that "the man 
■rcho cannot save money is heaten at the start" 
*nd oannot hope to be a success in business. 

A Bank Account has a compelling effect upon 
ereryone. It gives confidence and inspiration. 

THE BANK OF TORONTO 

456 MAIN STREET, WINNIPEG. 



Fig. 127 
Good Canadian Bank Advertising 



in book form, under 
the title, " Current 
Daily Advertising." 
There are several 
dozen advertise- 
ments in the book 
and no two ads. have 
the same kind of a 
border. But the 
signature of the 
bank is the same in 
each case, so the 
series had both con- 
tinuity and differ- 
entiation, which is a 
desideratum. 

Our Canadian 
friends don't need to 
take a back seat for 
anybody in the 
matter of bank 
advertising, as 
witness the little 
advertisements of 
The Bank of Toron- 
to, The Bank of 
Nova Scotia, and 
the National Trust 
Company, Limited, 
reproduced herewith 
(Fig. 127). 

In regard to bank 
advertising in 



218 



CLOTHING THE BANK ADVERTISEMENT 




B.tfa'tftfStys 

"The war's over, BUT— not between 
me and Old Man Extravagance," 

Peace Saving for reconstruction is the duty of every 
American now. It means continued prosperity. 

Account, may be opened and 
depotif made BY MAIL 



Canada, a representative of The Home Bank of Canada 
writes: 

"There is no com- 
petition in bank ad- 
vertising. The banks 
are'not advertising to 
take business away 
from each other. A 
local manager will tell 
you that, other things 
being equal, he does 
not expect a custom- 
er to walk past the 
first bank he comes 
to, to bring his busi- 
ness to a bank that 
may be a block out 
of his way. And 
other things are 



THE NORTHERN 
TRUST COMPANY; 

SAVINGS BANK 

CAPITAL €" SURPLUS S5.000.000 

©„„TNTC CHICAGO 




Fig. 128. Some punch to this 



It- =^= 

Barcelona, Spain 

A branch of this bank has been opened at 
Barcelona, Spain, Plaza de Cataluna 6. 

A general banking business will be conducted 
for which we have complete arrangements with 
correspondents throughout Spain. 

In addition to our 365 branches located at 
every important point throughout Canada and New- 
foundland, we have 56 branches in the West Indies 
and Central and South America, all of which are at 
the service of our customers. 

Our Canadian and Foreign branches have 
facilities for handling collections promptly and upon 



the most favorable terms. 



TheRoyal Bank of Canada 



Total Assets 
$335,000,000 



Fig. 129 



Established In Incorporated by Royal 

1838. Charter in 1840. 

The Bank of British 
North America 

raid Up Capital ." $«.866.66G 

Reserve Fund $3,017,33:1 

Head Ornce in Canada, St. -lame* Street, Montreal 

H. B. MACKENZIE. General Manager. 
JAMES ANDERSON. Supt of Branches. 

Savings Department at All Branches 

obiatned at the Bank's branches. 

Money Orders and Travellers* Letters of. Cre'dlt Issued pay- 

Special Facilities Afforded Customers for 
Importing Goods Under Bankers' Credits 

Branches In Britlih Columbia and Tukon — Asassit, Ashcroft, 
Ouncnn, Esquimau, Prtnoe Goorffe. Hedloy, Kaslo. Kerrladale, 
l.illooci. North Vancouver. 160-Mllo House. Prlnco Rupert, 
Rowland, Trail. Vancouver. Victoria. Dawson (Yukon). 

WM. GODFRET. Manager Vancouver Branch. 

E. STONHAM, Amis t ant Manager, Vancouver Brancn. 

501 HASTINGS ST. W., cor. RICHARDS 

NORTH VANCOUVER BRANCH. J. R. Chapman, Maoacvr. 
KERRtSDALE SUR-BRANCH, E J. M William". Manarer 



219 



BANK ADVERTISING EXPERIENCE 

equal, for banking is thoroughly co-ordinated, and 
the staff at every office of a chartered bank is stu- 
diously endeavoring to extend every attention and courtesy 
to the public." 

Consider that strip of bank ads. (Fig 126), from a 
Meriden, Conn., newspaper. There are just three good 
ads. in the bunch, and I should like to have a chance to 
improve those three — especially their headlines. Try your 
hands at it, gentle readers. It will be good practice for 
you. 

Comparisons are odious, but I can't resist applying the 
deadly parallel to the typography of the advertisements of 
two Canadian banks, the Bank of British North America 
and the Royal Bank of Canada (Fig. 129). I am not 
saying a word about the institutions themselves or the 
reading matter of the advertisements, but it is quite 
apparent that the smaller advertisement is the more 
readable. 



220 



Illustration of Advertisements 

Examples or Appropriate Use 
or Pictures 



223 



CHAPTER VII. 

ILLUSTRATION OF ADVERTISEMENTS- 
EXAMPLES OF APPROPRIATE 
USE OF PICTURES 



XT WOULD be hard to find three better specimens 
of appropriately illustrated bank advertisements 
than those of the 
Live Stock Nation- 
al Bank, of Union 




Fig. 130 



BANK ADVERTISING EXPERIENCE 



Keep vour valuable papers 
in our vault 




Stock Yards, Omaha; 
the German American 
(now the Guaranty) 
Trust & Savings 
Bank, of Los Angeles ; 
and the Irving 
National Bank, of 
New York (Fig. 130). 
I don't need to say 
more; just look at the 
pictures and consider 
their advertising 
force. 

A picture always 
makes an advertise- 
ment interesting, just 
as it does a book. 
Reams of description 
couldn't make as 
clear to the farmers 
in the vicinity of 
Magnolia, Minn., just what a safe deposit box looks like 
as does this illustrated ad. of the Magnolia State Bank 
(Fig. 131). Our farmers have the mail order catalog habit 
to quite an extent anyway, you know. 

That map ad. of the First National, of Grand Forks, 

N. D., (Fig. 132) is a good one. It tells a lot at a glance. 

The Spokane & Eastern Trust Company map advertise- 



Guard Against Your Own Carelessness 

You can rent a Steel Safety Deposit Bos at ihis Bank 
large enough tc hold all your valuable private papers at 
a very low Yearly rental Come in the next time you are 
passing and let us sliow you our boxes 

Magnolia State Bank 

Magnolia, Minnesota 

Resources Over $120,000.00 



Fig. 131 




Fig. 132 

226 



ILLUSTRATION 



OF 



ADVERTISEMENTS 




Legal Tender 3,000 Yean B. C. 

"Chattel" or 'ChattW wot the ancient iyn 
for wealth and referred to cattle. The am 

has been the foundation of agricultural tot 

Live Stock 
State Bank 



Especially equipped to facilitate 
the requirements of Country 
Banks in Livestock transactions 

Officers ind Director! 
' P. DICKEY, Pre.id.ni 
C. C. COLT. Vice Presided 



R. A. BLANCKARD. 
Located at Portland Slock Yards 

North Portland 



The recent amendment to the Federal Reserve Act 
places the Spokane and Eastern Trust Company in 
1 favorable position for acting as cor- 
respondent. 

Its 350 inter bank connections enable it to offer a 
wide range of service throughout the Paci6c North- 
west to state, national banks, and trust < 



It now seeks the opportunity to serve in a i 
befitting the new conditions and welcomes inquiries 
looking to the opening of new bank accounts requir- 
ing the services of a Pacific Northwest correspondent. 



¥ 









Fig. 133 



ment is strong' (Fig.|133 ) . Anoth- 
er good and appropriate bank 
ad. from the Northwest is that 

with the yoke of oxen at the ^op, 'put out by the Live 

Stock, State Bank, of North Portland (Fig. 133). 
The word 

"pretty" is not 

often applied to 

a bank advertise- 
ment, but that 

certainly describes 

the advertisement 

(Fig. 134) of the 

Guaranty Trust 

& Savings Bank, 

of Los Angeles, in 

regard to the parks 

of that city. 




Fig 134 



227 



BANK ADVERTISING EXPERIENCE 

An interesting series of single-column^ advertisements 
(Fig. 135) is being run by the First National Bank^of 
Brooklyn, chiefly on the editorial page of the Brooklyn 
Eagle. A variety of illustration is used, but as one object 
of the advertising is to familiarize people with the location 
of the First National, the pictures of the bank's building 
and main entrance are used most frequently. 

Human Interest Advertising 

The group of illustrated advertisements of the Detroit 
Trust Company, reproduced herewith, (Fig. 136), are 





A test 

of Strength 

md Usefulness 

THE soundness and ser- 
vice-eiving ability ol a 



mmercial' paper elijiblc 



portfolio i: 
tilled with such paper 
indicates commercial activity 






if. 
Approachable 

g'TUATED a, the south 



n. 

| / . A help in 

U / household eenn 
^i «u economy 



'ansporta- 



FIRST FIRST 



NATIONAL BANl], NA ™NAL BAN 
-IN BROOKLYI IN BROOKLrA 

UvEUEvt, St. I 



Wof,, *"w«< 

lu ur household 

"° h a.ea S, , cvp '' n duure 

"bsinvn, ' rt The 

k ^ ) urcf >ecl.-booit pro- 

°"honi' !'""'"' re cord of 

much • «\ i" t ' : "' 3n< " , o>v 

Ch «*i returnY!* Can "'ed 

able rece," a "" ,d ' s P"'- 

made P "° r;i " Payment, 

^Xe F ' r ;o r N h''°?, a ' mat «no ,, 
bold ch edt dhne ho »« l:l 

m F/ ^sr 

NATIONAL BANK J 

* H " v EMEy„ ST / 



u*v 6t Havemev 



ILLUSTRATION OF ADVERTISEMENTS 

unusually interesting for several reasons. They are well 
set and illustrated, but the principal reason for admitting 
them to this Hall of Fame is that they are full of human 
interest. An advertisement like one of these, on a conserv- 
ative estimate, is read by twice as many persons as the 
usual all-type advertisement and by ten times as many as 
read a bank "card/' Consequently, in such a case, the 
advertiser is getting double value from his expenditure 
for space and this ought to take care of the extra expense 
of getting up special illustrations for each advertisement. 
What difference does addition- 



Bank of Yazoo City 

ESTABLISHED 1876 

YAZOO CITY, MISSISSIPPI 

Trarujacts a General Banking Business. Accounts SofleJu-d 

CAPITAL STOCK $250,000 

SURPLUS $50,000 



Hollowe!! 



al cost make if the adver- 
tising is more resultful? 

By way of contrast, I am 
showing the old-fashioned ad. 
of the Bank of Yazoo City, 
Miss., (Fig. 137), though the 
comparison is not strictly a 
fair one, as you can't expect 
a bank of $300,000 capital and 
surplus to spend as much in Fig. 137 

advertising as a trust company with capital and surplus of 
$2,000,000. But the smaller institution could improve 



D. A. Swayze J. H. Havercamp 

I. S. Heed FL Wise Owen Brown 

W. T. Priestley T. H. Craig H. M. Love 

A. F. Gardner 
SAVINGS BANK DEPARTMENT 
Deposits Received from One Dollar 
Interest on Savings Deposits 3 per cent 
ALL DEPOSITS ARE GUARANTEED BY THE GUAR- 
ANTY FUND OF THE STATE OF MISSISSIPPI 




BANK ADVERTISING EXPERIENCE 





Q'o LABORS 
LIBERTY 

You, of the great industrial army, 
who toil unceasingly "over here" 
to sustain the nation's fighters 
battling "over there"- you may not 
march to rhythmic drum beats, 
but amidst the din of machinery, 
or on quiet farms, or in the silence 
of some secluded shop, how stead- 
fastly each serves. Each strives 
too, that he may save and thus 
twice serve. 

With sincere respect, this banking 
institution acknowledges with the 
rest of our people, the mighty 
strokes that Labor is sounding on 
the world's war anviL Indeed, you 
are forging the arms of victory in 
Liberty's cause. We salute you! 
THE 

Pennsylvania Trust Company 

READING, PA. 



its advertisement 
without any addi- 
tional expenditure, 
merely by a re-ar- 
rangement of the 
copy, getting 
away from the 
"bank card" 
pattern. 

It would be too 
bad if the end of 
the war should 
also mean the end 
of the truly inspir- 
ing bank advertis- 
ing which has been 
done while we 
were at war. For 
instance, look 
at that "Labor and 
Liberty" advertisement (Fig. 138) of the Pennsylvania 
Trust Company, Reading, Pa., sent me by Charles H. 
Moore. While some might criticize its diction as perhaps 
being over the heads of many of those to whom the 
advertisement is nominally addressed, still its appeal is a 
strong one, the virile figure in the foreground is fasci- 
nating in its power. It was a Labor Day advertisement. 

I call that a very good advertisement of the Central 
Union Trust Company (Fig. 139). To all New Yorkers 
the illustration at once fixes the location of the bank 
opposite Trinity Churchyard on Broadway. 

Another excellent group of three (Fig. 140) was sent me 
by Frank Wilson, manager of the Publicity Department 

230 



Fig. 138. Strength 



ILLUSTRATION OF ADVERTISEMENTS 



of the Guaranty 
Trust & Savings 
Bank, Los Angeles. 
They are certainly 
"different," and that 
usually is good adver- 
tising. 

That Cox & Com- 
pany ad. (Fig. 141) 
mystified a lot of 
readers of newspapers 
in Boston, New York 
and other leading 
American cities early 
in May, 1918. It 
is unusual and that's 
why it's good. I 
suspect the Dorland 
Advertising Agency, 
New York, had a 
hand in this. 



Complete Financial Service 

For All Patriotic Activities 

\ATIONAL— CORPORATE— INDIVIDUAL 



<pHI 



ir has demonstrated in many ways t> 
through intelligent and patriotic co-opi 
Only through measures of far reaching import 
the facilities of immense financial, commercial 
nons, could our Government in so short 
and placed on the battle line the 
American Army which is already 
giving such a good account of it- 
self. 

The Central Union Trust Com- 
pany of New York has the ad- 
vantage of a widely experienced 
personnel, combined with great 



Its capital, surplus and un- 
divided profits amount to 
$29,000,000. Its deposits 
are about $210,000,000 




Banks, Trust Companies, Bank 
ers, Corporations and Individ- 
uals on favorable terms. W< 
shall be glad to hear from you 



Central Union Trust Company 

of NEW YORK 
80 Broadway 54 Wall Street 

Capital, Surplus and Undivided Profits, $2'J,l)00J)00 



Fig. 139. A clear and interesting advertisement 



Bring lour rioney 

to Los Angeles 



G uarant y g™y„» R ank 



Fig. 140 




G uarant y; 



5 n t oS R antv 



G uarant y i™y,» R ank 



Intensely local and 
individual 



231 



BANK ADVERTISING EXPERIENCE 




A very interesting 
series from the North - 
western National 
Bank of Minneapolis, 
is shown (Fig. 142). 
They belong to what 
might be called the 
cartoon school of 
bank advertising and 
introduce a new char- 
acter, "Mr. Thrift," 
who, it is to be 
hoped, will become 
as well known as 
"Uncle Sam." These 
ads. were sent me by 
Frank Merrill, man- 
ager, Publicity 
Department. 

When a bank is 
a member of the 
Federal Reserve 
System, it is certainly 
worth while to adver- 
tise the fact. Cash- 
ier George L. Williams 
of the Citizens Bank, 
Metter, Ga., in sub- 
mitting his newspaper 
advertisement (Fig. 143), wrote: 

"We are handing you herewith a copy of our advertise- 
ment and call your attention to the cartoon, which is 
original with us. So far as we know, this is the only design 

232 



TO U. S. OFFICERS 

AT the commencement of the present war, Cox& Company's 
,/"\. Bank established a subsidiary in France under the name of 
Cox & Co. (France)t Ltd., through which Officers in uniform; 
can cash checks on Cox & Co., up to the equivalent of £S (about 
$25) at.any one time, without the formality of establishing iden- 
tity and signature — a convenience which no other Bank can offer, 
and -which obviates the necessity of carrying ready money or 
easily-lost letters of credit hi the war zone. 

I To cover tjie whole of France, a before George Washington became 
special arrangement was made with the first President of 'he United States 
the Bank of France, whereby the same • — Cox Sc Companv's Bank' has been 
privileges were extended to Officers "inseparably associated with British 
in uniform by all the many hundred military enterprise ever since; it has 
Branches of that Bank in places where held the appointment of Cankers and 
no branch of Cox & Co. (France), Official Agents to the entire British 
Ltd.,. existed. . The same facilities Household Brigade, as well as to the 
were also provided throughout Italy, bulk of the Cavalry and Infantry, 
at all branches of the Banca Italian* from the time of the Battle of 
di Sconto Waterloo up to the present day. 

Thesefadlitiec.ofwhichpractically r.EFORE SAILING FOR 
all British Officers and a number of EUROPE, instinct your Banker to 
United States Officers already in p - ve you , j^, or to CTbl( . „ 

Furopcavail themselves, are now ac- ,- lSns f er to Cox & Company, Charing 
cordedtoall Officers of the American Cross, London. Current accounts 
Expeditionary Force, Military, „ e conducted without charge, and 
Naval and Air Services, who open int< , r „ t at p^u^g „ te is | U ' owe(J 
banking accounts with Cox & Co. on df posit » CC ounts. International 

Founded in 1758 — thirty -one years exchange at finest rates. 



COX & COMPANY 

Bankers, Charing Cross, London, Eng. 

BRANCHES IN INDIA i 

Bombay, Calcutta, Karachi, Rawal Pindi, Murree and Srinagar (Kashmir). 

COX i- CO. (FRANCE), LTD.i 

Paris, Boulogne, Rouen, Havre, Marseilles, Amiens, Lyons. 



Fig. 141. Out of the ordinary 



ILLUSTRATION OF ADVERTISEMENTS 




Introducing 
a new char- 
acter, Mr. 
Thrift 



Wil,...d ilk Till HIiUMoti l«i» ind Tpjm Co. 



233 



BANK ADVERTISING EXPERIENCE 



STRONGEST BANK BETWEEN DUBLIN ANT> STAXE3BOKD 



Tgg CITIZENS R^^MErTER.GA,] 

/ l Jost *t the ojwni 



MEMBER FEDERAL 
RESERVE SYSTEM 

By The Citizens Bank 
of Metter 

What DoeiThU Mean 
to the People of Thu 
Section? 



of its kind used by 
banks, and we would 
appreciate your 
advice as to whether 
it would be worth 
while to adopt it as 
a trade-mark and 
have it registered." 

I told Mr. Williams 
that his idea was a 
good one, but that 
to make the design 
suitable for a trade- 
mark, it ought to be 
redrawn in more 
compact form. 

People who have 
been in the Pitts- 
burgh district proba- 
bly will aver that the 
smoke is blacker than 
is shown in the advertisement of the Farmers Deposit 
National Bank (Fig. 144). But my opinion is that the 
wraithlike smoke screen and the myriad smoke stacks are 
merely suggestive and perhaps most effective in represent- 
ing any such vast amount as "A Billion Dollars' Worth." 

While I am on the subject of Pittsburgh bank adver- 
tising, I want to praise the wartime layout of the 
advertisement of the Peoples Savings and Trust Co. (Fig. 
145). It certainly is effective. And that little ad. of the 
Union Trust Co. is strong and dignified. 

An increasing number of banks are appreciating the 
value of good art work as an aid to making an advertise- 




STR.QWG 



TWK, XT. s. 



Fig. 143. A clever idea 



234 



ILLUSTRATION OF ADVERTISEMENTS 



A Billion Dollars Wdkth 
°f Pittsburgh Mt0i 

Products . j^-'V^ 



IN 



«,,- 



^k^fff 




is the estimated value 
of the products manufac- 
tured last year in our Metropolitan District— the real Pittsburgh. 
The credit and other facilities of the banks of Pittsburgh have con- 
tributed largely towards making possible this tremendous output. 
Always at the service of sound business, the Farmers Deposit 
National Bank wants to co-operate with you in making an even 
more progressive and prosperous Pittsburgh 

FARMERS (|p DEPOSIT 

NATIONAL BANK 

PITTSBURGH, PENNSYLVANIA 



ment effective. 
Taken in conjunction 
with good copy and 
typography, as in the 
case of the advertise- 
ment of the Union 
Commerce National 
Bank of Cleveland 
(Fig. 145), you have 
a combination that is 
hard to beat. That 
truly rural picture 
in the ad. of the 
Northwestern Nat- 
ional Bank looks 
good to us all, I'm 
sure, as it represents 
a scene typical of 
many parts of our 
great Northwest 



Fig. 144 
Pittsburgh symbolizes America's power 

every summer. 

In the Bankers Trust Company advertisement (Page 237) 
headed, "A Good Way to Use Unemployed Funds" is seen 
a new type of illustration which brings out in even greater 
strength than usual the Company's beautiful building, 
but wash drawings as a rule make cuts better suited for 
magazine than newspaper ads. 

A bank's statement folder can be made a very effective 
thing when the institution has attractive quarters to 
illustrate. Witness that cover of the Irving National 
Bank statement (Fig. 146), showing the cathedral-like 
balcony entrance in the Woolworth Building. 

It may be that that ' 'prosperity wave" ad. of the Peoples 

235 . 



BANK ADVERTISING EXPERIENCE 




State Bank of Mid- 
dleton, Mich., (Fig. 
147), is so bad that m t J*- 1 . 45 . 

J ' | ) Illustration gives life to 

it's gOOd. Who I 1 1 an advertisement 

knows? It is remi- 
niscent of the rhyme we used to write on the flyleaf 
of the old arithmetic: 

"If there should be another flood, 

For refuge hither fly. 
Though all the world should be submerged, 
This book would still be dry." 
"There's a reason" for the advertisement of the Sea- 
coast Trust Company about "The Growth of Trust 
Companies" (Fig. 148). That reason is the fact that a 
new national bank was about to be started in Asbury 



236 



ILLUSTRATION OF ADVERTISEMENTS 




A good way to use 
unemployed funds 

"DUSINESS men and cor- 
-■-* porations having funds 
which they are not yet ready 
to use in their business are 
invited to consider the ad- 
visability of depositing them 
with us, either in an interest- 
bearing checking account or 
in exchange for certificates 
of deposit which bear interest 
at a higher rate. 

By placing such funds here, 
you will avoid having them 
unemployed until you need 
them. 

Our officers will welcome 
your inquiries in regard to 
the terms, on which such de- 
posits can be accepted. 

Bankers Trust Company 

Member Federal Reserve System 



Downtown Office: 
16 Wall Street 



Astor Trust Office: 
5th Ave. at 42nd Street 



Our Bond Department is now of- 
fering an attractive list of high 
grade securities and its officers 
invite you to discuss with them 
your investment problems. 



237 



BANK ADVERTISING EXPERIENCE 




Statement uf Condition 

IRVING 
NATIONAL BANK 



Fig. 147 



Park. The sea- 
shell border of this 
advertisement is 
particularly appro- 
priate, considering 
the name of the 
institution and its 
location. 

That is certainly 
a novel "lumber" 
ad. of The Marine 
National Bank, of 
Buffalo (Fig. 149). 
It has attention 
value but I don't 
know but what 
the point of the 
ad. would have 
been driven home 
better by a picture 
of the lumber 
storage yards or 
the lake freighters 
referred to in the 
text. 



238 



ILLUSTRATION OF ADVERTISEMENTS 




Fig. 147 



Ride on the Prosperity Wave 
to the Bank 

ARE you getting your share of the prosperity? If you are, oon- 
** serve a part of your wealth Deposit your surplus cash in 
the bank. Willful waste means woeful want. Be prepared for a 
possible change in conditions. Keep enough balance in the bank 
to provide for a stagnation. There's 
no telling when ready cash will be at 
a premium. It is the man with the Ta] 
ready cash who is unafraid See us to» L 
day about that bank account of "yours. 



P EOPLES S TATE B ANK 

Middleton. Mich. 



THE GROWTH OF 
TRUST COMPANIES 



increasing place that li being 
companies in strung individuals and the financial and 
tereati of the country, it is important to know that i 
yean inch institutions in the United States t 
ber over 22%, and that their total resources have frown in the same 
time by more than 40 % 

In the past year, the aggregate of the resources of trust com 
panies in the United States increased $1,300,000,000. and no*- 
totals over $7,600,000,000 

The Seacoast Trust Company occupies an Increasingly important 
place in the financial and business circles of Asbury Park. In addition 
to rendering many services of trust which a strictly commercial msti 
tution Is not able to do, it does a general banking business, numoenng 
e of the leading business 



city 




nking matter here, or place in our hands 
ice that your interests will be safeguard- 
's, the collective integrity, ability and 
rate and management, and by the strict 



J&Facou'St Srust (Eompamj 



Bond Street and M.ttiton Avenue 
Telephone 500 



Fig. 148 



239 



BANK ADVERTISING EXPERIENCE 



iiiiiiiiiiiiiiiiiiiiiiniiimiiiniiiiiiiiiiHiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniuiiiiiit. 




IS A 
GREAT 
LUMBER PORT 
and WHOLESALE 
MARKET. Millions of 
feet are carried in the great 
storage yards, and many more mil- 
lions are transferred from lake freighters 
to canal and railroads, annually. This bank numbers 
among its directors men engaged in this profitable 
industry and among its patrons hundreds of firms and 
individuals in lumber and related lines. C Interest 
paid* on time deposits at current rates. C Loans 
advanced on approved security. 



Marine 



the 
National 



Bank 



OF BUFFALO 



SIXTY- SEVEN YEARS OF SERVICE 
CAPITAL AND SURPLUS TEN MILLION DOLLARS 



aiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiliilliiiiiiiiiiiiiiiiiliiliiiiiiiiiiin 



An artistic advertisement 



Fig. 149 
Piling it up in Buffalo. 



Suring these thirty-seven years, Buffalo has grown 

D| 1 from a city of outgrown village proportions to 
U one of almost metropolitan magnitude — and the 
Buffalo Trust Company has likewise grown in 
strength, in volume of business and thru- a widening scope 
of business friendships. 

This growth — amounting to Ten Million dollars during 
the past four years — has made necessary and possible the new 
banking office occupying 449-455 Main Street, together 
with the original space in Lafayette Square ( now the Foreign 
Department). 

With entrances both on Main Street and Lafayette Square, 
the central location is exceptionally convenient to city cus- 
tomers as well as to those arriving by any suburban or lnter- 
urban line. 

BUFFALO TRUST COMPANY 



240 



Emblems and Slogans 

Condensed 
Advertisements 



243 




CHAPTER VIII. 

EMBLEMS AND SLOGANS -CONDENSED 
ADVERTISEMENTS 

GOOD slogan and emblem, used continuously in 
your advertising and printed matter, will give the 
public something concrete around which to build its 
conception of your institution and will help create prestige 
and good will for it — something of intangible but very real 
value. Slogans and emblems have almost the same 
advertising value for a bank as a trade-mark has for a 
manufactured article. 

Some time ago there called at my office a man, who said 
he was the highest paid writer in the world, and his 
specialty was writing slogans for advertisers. He told 
how he convinced two manufacturers of the value of his 
services. It seems that he called upon the manufacturer 
of the Moon automobile and told him he ought to have a 
slogan for the Moon car. 

"Give me one as good as the Packard's, 'Ask the man 
who owns one/ and I'll take it," said the manufacturer. 

'Til tell you what I'll do," said the slogan writer. 
"You make out your check to me for a hundred dollars and 
I'll make out mine to you for the same amount. Then 
I'll write a slogan for the Moon car, and if you don't think 
it's as good as the one the Packard people use you can 
keep my check. But if you do think so I'll keep your 
check for $100." 

245 



BANK ADVERTISING EXPERIENCE 

"That's fair enough," said the auto-maker. "Go ahead/' 

Without a moment's hesitation, the hero of this tale 
seized a piece of paper and wrote on it, "Ask the man in the 
Moon," and pocketed the manufacturer's check. 

He also told how he persuaded the maker of the Bohn 
Siphon refrigerator at St. Paul that, inasmuch as dryness 
was one of the talking points of that refrigerator he ought 
to adopt the slogan "Dry as a Bohn," and pay him $25.00 
a word for it. 

Many banks choose a slogan that will help fix their 
building or location in the minds of the public, as 

"The Bank with the Pillars;" 

"The Bank with the Clock." 

"The Bank with the Gold Dome." 

Originality is something to be sought after in choosing 
a bank slogan. "Safety First" was excellent when it was 
first thought of, and so was "The Bank of Personal 
Service," but so many banks are using these expressions, 
that they have become rather trite, though perhaps this 
is more apparent to other banks than it would be to the 
public in the bank's own community. One Pacific Coast 
bank has even gone so far as to incorporate "Safety First" 
in its title and calls itself "The Safety First Trust Com- 
pany." 

A Kansas City bank is so original that it has adopted 
the slogan "The Bank with Pep," and I suppose it won't 
be long before some other institution will come along and 
call itself "The Bank with the Punch." 

$1,000 For a Slogan 

Perhaps some bankers will be surprised to learn that the 
National Bank of Commerce in St. Louis was willing to 

246 



EMBLEMS AND SLOGANS 

pay $1,000 for its new slogan, "Large Enough to Serve 
Any — Strong Enough to Protect All." 

But there is a large and permanent value in a good 
slogan. It may tell the whole story or the principal point 
of the bank's service in a few, easily remembered words. 



# 


The Office-is and Directors of the 




SCANDINAVIAN TRUST COMPANY 




announce the opening of their new institu- 




tion at 56 Broadway, New York, on Monday, 


The need of a good 
New York Banking 
Connection is great 


June 11, .1917, for the transaction of a 


general foreign and domestic banking business. 


Mourefe V. Ottrom. PraKfent 
T.Bu*.'V-|c^Praktait J. C TrapUeou So*ij 


today— perhaps greater 


Board of Director. 


than ever before. 


CUrk^EkMfart vCpt^Sw'ukW.-Ct^kyCompro 
lohoE-rW^ind ' \WirKAai. Btr*-ind-WW Cc*l Mining C* 






WJIiuoR.C 9,ur™v 1«Cj.4H.rji»_ 












Sunu.1 L Folio giMd, Kinnicytt * O^W 




FidS^w'SUld W^rKalrf.C^puu 






ATLANTIC NATIONAL BANK 


E-Tapodroiivlt . GmgaihdmBiWlw, 


257 Broadway, New York 


P«id In C.pH.1 uii Surplus $2,500,000 



Fig. 150 

The following collection of bank slogans in actual use is 
commended to the attention of all who are interested in 
that phase of bank advertising. 

"First for Three Generations," First National Bank, 
Portland, Ore. 

"Make Our Bank Your Bank," Fremont County 
Savings Bank, Sidney, Iowa. 

"In the Heart of the Heart of Maryland," Union Trust 
Company, Baltimore, Md. 

"A Bank for Banks and Bankers," American Trust and 
Savings Bank, Birmingham, Ala. 



247 



BANK ADVERTISING EXPERIENCE 



"Oldest and Largest Bank in Middletown," Middletown 
National Bank, Middletown, Conn. 

"Our Service is Efficient," the Bank of Bay Biscay ne, 
Miami, Fla. 

"One of the Strongest Banks in the South," The 
American National Bank of Macon, Macon, Ga. 

"The Bank of Good Service," The Live Stock Exchange 
National Bank, Chicago, 111. 

"The First Bank Chartered Under the National Bank 
Act," First National Bank, Philadelphia, Pa. 

"A Representative New England Institution," National 
Shawmut Bank, Boston, 
Mass. 

"The Character of this 
Bank is Reflected in the Per- 
sonnel of its Board of 
Directors," The Merchants 
Loan and Trust Company, 
Chicago, 111. 

"The Oldest Bank in 
America," The Bank of North 
America, Philadelphia, Pa. 

"As Solid as the Rock on 
which it is Built," The 
First-Second National Bank, Akron, 0. 

A trade-mark is really a condensed advertisement of 
the institution it represents and can be made to carry quite 
a complete message in itself. 




Fig. 151 



Appropriate Emblems 

The Wachovia Bank & Trust Company of Winston- 
Salem, N. C, in its emblem, features jcotton and tobacco, 
representing the principal products of its locality. 



248 



EMBLEMS AND SLOGANS 



The Iowa National Bank of Davenport uses an outline 
map of its state in black, with its name in white letters 
upon it. 

The Bank of Perth, N. D., evidently with a Scotch 
clientele, has a Scotch thistle with the words "Gang 
warily" underneath it. 

The Appomattox, Va., Trust Company, situated at the 
scene of Lee's surrender to Grant, uses a broken sword and 
the Stars and Stripes and the Stars and Bars crossed, the 
latter being furled. 

The First-Second National of Akron, Ohio, has a 
picture of its building founded upon a rock, and the words, 
"As solid as the Rock on which it is Built." 

The Rising Sun Deposit Bank of Rising Sun, Ind., of 
course, uses a rising sun in its emblem, while the West End 
Savings Bank and Trust Company of 
Pittsburgh uses the setting sun. 

The Mechanics-American National 
Bank of St. Louis, uses a mechanic's 
arm backed by the American shield. 
Three rather unusual trade-marks 
are those of the Virginia Trust Com- 
pany, Richmond, the Trent Trust 
Company, Ltd., Honolulu, and the 
Bank for Savings in Seattle (Fig. 152). They all mean 
something and their meaning is seen at a glance, which 
is a desideratum in a trade-mark. The Hawaiian one 
perhaps needs the explanation for the benefit of us con- 
tinental Americans that it represents a banyan tree, 
which, like the trust company, is "serving, protecting, 
enduring." In regard to the unusual trade-mark of The 
Bank for Savings in Seattle, Vice-President R. Auzias 
de Turenne wrote: 




Fig. 152 

Trade-marks that 
mean something 



249 



BANK ADVERTISING EXPERIENCE 



"Our mark, the fleur- 
de-lis of Florence, is the 
exact reproduction of 
the fleur-de-lis used 
there by the Medicis, 
907 years ago, in their 
bank/ 7 

The Security National 
Bank, Dallas, Tex. (Fig. 
153), (R) — The dollar 
sign seems suitable as 
part of the emblem of a 
financial institution. It 
is always a pleasing 
figure and is neatly 
used in this case. 

The Union Trust 
Company, Chicago. 
(B) — This is an excel- 
lent emblem — strong, 
clear, unmistakable, 
making a fitting back- 
ground for the slogan 
"A Bank of Strength 
and Character." 

Bankers Trust Com- 
pany, New York. (A) 
— The Bankers Trust 
Company building on 
the northwest corner of 
Wall and Nassau 
Streets, one of the 
landmarks of the 




Fig. 153. A variety of good bank trade-marks 

250 



EMBLEMS AND SLOGANS 

metropolis, is also a landmark of the Bankers Trust Com- 
pany advertising. It is used in a great variety of ways. 
Pictures have been made of the building from every pos- 
sible angle almost but always the distinctive pyramidical 
top of the structure appears like Fujiyama in a Japanese 
picture. 

The Washington Bank & Savings Company, Cincinnati, 
Ohio (V) — Quite appropriately, the father of his country 
appears in this emblem which is a pleasing one. The 
Company uses it on all its stationery as well as in all of 
its advertising matter. 

Commercial Trust Company, Springfield, Mass. (Z) — 
A case of using public buildings in the city instead of your 
own building as the central feature of a trade-mark. 
Another case is mentioned in the following paragraph. 

Rhode Island Hospital Trust Company, Providence, 
R. I. (S) — The dome of the Rhode Island State Capitol 
superimposed on the map of "Little Rhody" makes a very 
good emblem for this institution which was the first trust 
company in New England. 

The First National Bank, Tombstone, Ariz. (0)— 
The only obvious remark about this and one very fre- 
quently made is that the bank is not a dead one. 

The Merchants Loan & Trust Company, Chicago, 111. 
(H) — The shield signifies protection which is certainly what 
a good trust company stands for in the eyes of the public. 

The Merchants National Bank, New York City, (W)— 
"Founded 1803" is an asset few banks can boast of. One 
hundred and sixteen years of doing business at the same 
stand connotes a good deal. 

The Yokohama Specie Bank, Ltd. (Q) — Nippon's 
rising sun is a fitting emblem of this famous oriental finan- 
cial institution. 

251 



BANK ADVERTISING EXPERIENCE 



The National Bank of Commerce in St. Louis. (K)— 
Ships mean commerce, and this ship means The Com- 
merce, wherever it is seen. 

No article on bank trade-marks would be complete 
without an illustration of the famous ear of corn emblem 
of the Corn Exchange National Bank of Philadelphia. 
Consequently I am reproducing it separately (Fig. 154), 
while making a large group of other bank emblems for 
convenience in commenting upon them. 

Chapin National Bank, Springfield, 
Mass. (Fig. 153, E) — Deacon Samuel 
Chapin, one of the founders of Spring- 
field, has been immortalized in two 
ways, first by the St. Gaudens statue 
of 'The Puritan," and secondly by the 
Chapin National Bank adopting Mr. 
St. Gauden's conception of "The 
Puritan" as its trade-mark. 

National Union Bank, Baltimore, Md. 
(U) — The Washington monument in Baltimore is the 
chief monument of "The Monumental City." Its 
representation now forms a part of the distinctive sig- 
nature of the National Union Bank, whose slogan is 
"In the National Union there is strength." 

The Mellon National Bank, Pittsburgh, Pa. (G)— A 
coat of arms is not an unusual trade-mark, but this one of 
the Mellon is an unusually clear and interesting one. Its 
heraldic meaning, however, is unknown to deponent. 

Fort Dearborn National Bank, Chicago. (Y) — The 
city's first name was Fort Dearborn. By having its trade- 
mark registered this bank gets the exclusive use of an 
idea which many another Chicago concern would be glad 
to be able to use. 




Fig. 154 
A distictive emblem 



252 



EMBLEMS AND SLOGANS 

The Union Trust Company, Baltimore. (M) — The 
adoption of the heart emblem by this Company was on 
this wise: There is a well-known song, "In the Heart of 
Maryland." Baltimore is the heart of Maryland, and 
the Union Trust Company is in the heart of Baltimore. 
Ergo and presto there is your trade-mark idea. 

The Exchange National Bank, Spokane, Wash. (C)— 
The caduceus was the wand of Mercury, the messenger of 
the gods. Hence it connotes quick service on the part 
of the Exchange National and a serviceable knowledge of 
mythology on the part of the person who created this 
trade-mark. 

First National Bank, El Centro, Cal. (J) — It doesn't 
require a Sherlock Holmes to deduce that they raise good 
cattle in the vicinity of El Centro. Hence this is a good 
trade-mark. 

The Bluefield National Bank, Bluefield, W. Va. (T)— 
Regarding "A Bank with a Heart," Cashier R. B. Par- 
rish, wrote: 

"During the organization of this bank, in looking 
through System Magazine, I saw a calendar in a picture on 
the wall back of an executive, and across the bottom of 
the calendar were the words, 'A Business with a Heart/ 
It struck me as being a very good slogan, and so it was 
adopted immediately. We had never seen the emblem 
or motto used before, and as far as we are concerned, it 
was absolutely original, I am pleased to know that it is so 
well considered that other banks have adopted it." 

Mechanics & Metals National Bank, New York City. (X) 
—This ' ' M & M " illustrates a good use of the monogram idea . 

Drovers National Bank, Chicago, 111. (L) — Another 
bovine idea, which ought to be especially valuable in 
these days. 

253 



BANK ADVERTISING EXPERIENCE 

The National Shawmut Bank, Boston, Mass. (P) — A 
good Indian for a good bank. 

Mechanics American National Bank, St. Louis, Mo. 
(F) — A combination of the seal and shield idea which is 
very effective. 

The Colonial Trust Company, Pittsburgh, Pa. (N) — 
A Colonial soldier stands for many fine qualities and this 
particular soldier serves his namesake well. 

Irving National Bank, New York City. (D) — The 
"B/L" indicates that this bank specializes in bill of 
lading draft collections. 

A number of other emblems are reproduced without 
special comment, but they will all repay study on the part 
of bankers interested in this fascinating subject. 

Explaining an Emblem 

In regard to its new trade-mark emblem, reproduced 
herewith (Fig. 155), the Mercantile Trust & Deposit Com- 
pany, of New York, said in one of a series of newspaper 
advertisements: ''Architecture cherishes the columns that 
survive beyond all other records of ancient civilization. 
The column in the Mercantile trade-mark is chosen as an 
appropriate symbol of the enduring policies 
upon which this company is based." 

There are a great many possibilities along 
this line. The monogram emblem is quite 
popular with banks. A strong and simple 
one is shown — that of The Minnesota Loan 
and Trust Company, of Minneapolis. In the chapter 
in my book, Bank Advertising Plans, showing 216 typi- 
cal bank and trust company trade-mark emblems, I 
quote a Chicago bank officer, who says: "The value of a 
trade-mark cannot be too strongly emphasized. This 

254 




EMBLEMS AND SLOGANS 

is especially true when a bank is located in a large city 
where the general public is not likely to know one bank 
from another unless there is something distinctive about 
the bank that will stick in their minds. We have used 
a trade-mark for about two years and we believe we have 
capitalized it through advertising so that it is now worth 
real money to us. We put it on every piece of printing 
and advertising we get out. I believe that its value to us 
can be proven by relating this incident. 

"A little while ago I asked one of our old customers, who 
is well-known in the advertising business, how long he had 
seen our trade-mark. 'Well/ he said, 'you have not been 
using it as long as most people would naturally think you 
have. I should say you have not been using it more than 
six years/ " 'Yes/ I said, 'not more than two.' " 

Both the Atlantic National Bank and the former Scandi- 
navian Trust Company have adopted ships as emblems 
(Fig. 150). That of the former dates back to 1829, while 
the one used by the latter harks back to the days of the 
Vikings. Neither craft would be much good for foreign 
trade today, but the idea of the emblem in each case is 
very appropriate and provides another illustration of the 
value of imagination in business. 

That is a clever use of a circle and a triangle in the 
trade-mark of the Newton (111.) State Bank and Trust 
Company (Fig. 151). I can't resist reproducing the 
strong use of the emblem of the Third National Bank 
of St. Louis. 

The trade-mark or emblem of the Farmers Deposit 
National Bank of Pittsburgh is a representation of the head 
of "Prince/' who, before he shuffled off this mortal coil, was 
a favorite dog of the president of the bank. It seems 
entirely appropriate that the strength and fidelity of a dog 

255 



BANK ADVERTISING EXPERIENCE 

should be thus commemorated while symbolizing like 
qualities in the institution itself 

The story of "Prince," as told by the affiliated Farmers 
Deposit Savings Bank, Pittsburgh: 

Do you know why the picture of the white dog's head, 
'Prince/ \ is used on the windows of the Farmers Deposit, 
Savings Bank? Thousands of persons have asked this 
question, and without doubt countless thousands have 
wondered why the dog's head is used. Here is the reason 
and the story of "Prince." "Prince" is the trade-mark 
of the Farmers Deposit Savings Bank, and was adopted 
because at one time years ago "Prince" was a real, live, 
breathing dog, cherished by all of the officers and clerks, 
and in addition, a great favorite with many of the patrons. 
"Prince" came into possession of the Farmers Deposit 
National Bank about 25 years ago and proved to be a real 
watchdog of the treasury. He was a white English bull 
terrier, full of life and mischief, with bright, intelligent 
eyes, always unselfish, faithful and true. Children were 
sure to find in him an affectionate and devoted friend. 

In those days "Prince" was the mascot that traveled 
with the various athletic teams representing the bank, 
going to baseball, football and hockey games. On one 
occasion a victory was scored for the Farmers Bank in 
the last half of the ninth inning, because "Prince" made a 
dash for a long fly, while the opposing outfielder, thinking 
that "Prince" was after him, took to his heels, permitting 
the ball to drop safely, and of course allowing the winning 
run to cross the plate. 

"Prince" was lost or stolen on four occasions, and the 
rewards paid for his return amounted to many times his 
original cost. His final disappearance occurred at the 
beginning of the Spanish war, and as he always was a great 

256 



EMBLEMS AND SLOGANS 

friend of the soldier boys, his absence after the departure 
of some of the local regiments, lead to the belief that he 
may have gone with them to one of their camps and be- 
come lost. Although a large reward was offered for his 
return he was not recovered. 

Some time later it was decided to perpetuate his mem- 
ory, so his picture was adopted as a trade-mark by the 
bank, being used on bank books, stock certificates, drafts, 
checks and several other forms used by the bank. 



257 



Advertising Letters and Suggestions 



For Follow-up 

Efforts 



259 



CHAPTER IX. 

ADVERTISING LETTERS AND SUGGES- 
TIONS FOR FOLLOW-UP • 
EFFORTS 

'OME years ago, I met J. W. McCoy, now President 
of the Bank of New Richmond, New Richmond, Wis., 
and discovered that he had developed an interesting 
card file system which greatly aided him in the advertising 
of his rural bank. At my suggestion, Mr. McCoy pre- 
pared the following article descriptive of the workings 
of his system. 

Not long ago I amazed a woman calling at the bank 
with her husband and daughter when I said to her: 
"I see you brought Hattie to the city with you today." 
They reside twenty-five miles from New Richmond arid 
it was their first visit to the city. My information was 
accurate because it was based on the family card (Fig. 156) 
which I had slyly extracted from our neighborhood file and 
placed in my open upper right-hand drawer, out of the 
visitors' range of vision. Although I had noted the ages 
of the eleven children in the family on this card eight 
years previously, I could not go wrong on Hattie because 
she was third in line, two brothers being next older. 

The husband, whom I shall call Mr. Jones, had $1,500 for 
a certificate of deposit and I feel sure that mother will not 
advise transferring the money to any other bank very soon. 

261 



BANK ADVERTISING EXPERIENCE 



Mailing Name and Rating 



TT_ 



B 



&. N»» J WJ. 1- 



Tsr 



The incident is typical as illustrating the advantages 
to the Bank of New Richmond which have grown out of 
our carefully maintained system of filing and mailing by 
neighborhoods. It originated with a conversation I had 
with a successful commercial salesman some years ago 
when I asked him how he accounted for his success as a 
solicitor of new business. 

Among other things, he said he kept a card record of 
business prospects in all 
towns visited and gather- 
ed what information he 
could concerning his pros- 
pects in various ways. If 
the possible buyer's hobby 
was hunting he noted 
"hunting" under 
"favorite topic." 
If he learned that 
he and the "P. B." 
had mutual 
acquaintances, he 
noted "Greens" 
under ' 'friends of 

— ," and when visiting the town in question, the salesman 
was prepared for a profitable chat with the prospect. He 
talked of the Greens and handed him a newspaper clip- 
ping pertaining to Roosevelt's hunting trip in Africa. 

A Salesman s Idea 

There was the idea I had sought, and I have adapted 
it essentially to our banking business in our relations with 
customers and prospects. Our mailing list and all our 
new business activities center as upon an axis about the 
neighborhood system we have devised. 

262 



Fig. 156 
Full data 
on a filing 
card 



ADVERTISING LETTERS AND SUGGESTIONS 

A mailing list, first and last, must be efficient and correct. 
It is well, our experience tells us, to have as much useful 
data as possible to identify the depositor and the prospec- 
tive depositor. It is possible and practical to system- 
atize a friendly and neighborly interest in our depositors 
and prospects by jotting special information on the mail- 
ing name and rating cards — information that is obtained 
by visits, conversations, from local newspaper items and 
in many other ways — all of which can be kept up to 
date very easily. 

The operation of an intensive, extensive and successful 
advertising campaign is costly, and by the same token 
there is some cost attached to the process of procuring a 
dependable mailing list and rating. Unless it is good, 
it is useless; nevertheless, it can be had at moderate cost 
if properly handled. 

Mailing list names are to be obtained from various 
sources — county atlases (which, however, soon become 
obsolete), poll lists, telephone directories, and member- 
ship rolls of fraternal and other societies. 

Tax Rolls 

We find that a simple manner of getting our informa- 
tion is direct from the town, village or city annual tax 
assessment rolls (accessible at all towns, villages or cities), 
or from the county clerk's office, for I have yet to hear of 
the property owner whose name has been overlooked for 
taxation. In the latter's sanctum all the tax rolls are 
to be found in one office. As re-assessments are made 
annually by the assessors and gone over by the board 
of review, a correct list of taxpayers' names is made and 
assessed valuations are placed on lands and improve- 
ments as well as on personal property. 

263 



Bank advertising experience 

The names, land descriptions, section, town, range and 
assessed valuation of lands, buildings and personal 
property can be copied from the books at the tax office 
by any young clerk. Or, for a small remuneration, this 
service will be performed by the town, village or city clerk. 

With a copy of the tax roll sheet before us, together 
with a 24 x 24-inch sheet of paper for sketching a rough 
map (about seven times the size of the usual county atlas 
township map of 9 x 9 inches), it is our practice to rule 
the sheet into 576 one-inch squares to represent all forty- 
acre tracts in the township. As a preliminary to arrange- 
ments for card entries, we copy names from our sheet 
of the township tax roll to the proper sectional descriptions 
on the map, writing the owner's name in each of the forty- 
acre squares and his name or initials in the remainder of 
the land descriptions which he owns elsewhere in the 
township. On the map we insert the assessment amounts 
of his farm, including the assessments of his buildings 
as well as his personal property. The additional assess- 
ment on one of the forty-acre tracts indicates the location 
of the residence and an "X" mark placed there makes 
the indication doubly clear for convenience in reading 
the map. 

Owners possessing only fractions of forty-acre tracts 
are ordinarily passed by in taking farmers' names from the 
tax roll. However, it does not pay to make this a hard 
and fast rule, for we have frequently discovered financially 
"well fixed" farmers among the very small land owners. 
One "twenty-acre" farmer whom we eliminated in the 
first copy of the lists, turned up later with $25,000 and he 
now carries a good savings account with us. 

In case the assessment roll does not show a personal 
property tax against an owner but at the same time shows 

264 



ADVERTISING LETTERS AND SUGGESTIONS 

an assessment on buildings, it is easy to learn by inquiry 
the name of the tenant on the land and then we card-list 
the tenant. In the event that no assessment for improve- 
ments is shown, we know the land is unoccupied and we 
drop the owner's name as non-resident. The poll lists 
also reveal the names of tenants but do not show their 
residences. 

When the rough map is completed, we trace on it the 
route of our government county map which shows rural 
delivery service and locates post offices, if any, thus affording 
us correct post office addresses and route numbers. From 
the map to the name and rating cards we then transcribe 
all names, post office addresses, R. F. D. numbers, town 
and county, section, township and range numbers, total 
acres owned and total amount of assessments. From 
this data we are enabled to obtain an assessment percent- 
age value of the approximate assets — the last of the 
principal features essential for a record that is to supply 
an effective mailing list. 

Mortgage Records 

There is to be obtained from the abstractors a brief 
record of the title of lands and of unsatisfied mortgages 
for any special township desired. This record shows in 
whose name the title stands, the date recorded, the 
volume and page and the amount of the mortgage. We 
have had several township records (not including villages) 
and two county records. The cost has never been more 
than $11 for any one town. 

By running through the register of deeds' index book, 
we can get an inexpensive list of names and amounts 
of additional mortgages recorded later and these mort- 
gage amounts are entered on the "liability" side of the card. 

265 



BANK ADVERTISING EXPERIENCE 

A similar brief record of names and amounts of all 
unsatisfied chattel mortgages can be obtained at small 
expense from the town, village or city clerks — informa- 
tion that is likewise available to any clerk sent by the 
bank to copy from the index records from time to time. 
These chattel amounts are also entered on the "liability" 
side of the card and by simple subtraction of the real 
estate mortgage amounts from the amount of land and 
personal property assessments, we get an approximate 
percentage value of the farmer's net worth. The net 
worth we indicate under the appropriate right-hand 
marginal figures on the card, writing "M" for thousands 
of dollars and "C" for hundreds of dollars. 

In order to keep the land mortgages up to date, it is 
necessary periodically to get names and amounts only 
from the register of deeds or to copy them from his index 
book. The same plan is practicable in reference to chattel 
mortgages — the name and amount only, obtainable from 
the town, village or city clerk's office — and this data, too, 
is recorded on the card. 

In banking by mail, the mailing and rating cards of 
townships can be utilized to include as large a territory 
as desired for certificates of deposit and savings accounts. 
Although the card is prepared especially for the farmer, 
a similar one can be used for villages and small cities, 
the information taken from the tax rolls, etc., and divided 
by lots, blocks and wards. Other names can be added 
from poll lists, telephone directories, fraternal societies' 
memberships, etc. 

Postmasters Can Help 

The postmasters are men on whom to rely for accuracy 
of the mailing list. Instead of depending upon their 

266 



ADVERTISING LETTERS AND SUGGESTIONS 

notification by card that a certain number of letters are 
"uncalled for and remit postage if desired returned," 
(and many postmasters are not accommodating even to 
this extent), we make up a list of names and addresses 
from our cards, assorted by post office addresses, and 
request the postmaster to check off the names of all 
those who no longer receive mail through their offices. 
The post office department regulations as amended per- 
mit postmasters to perform this service, and the ruling 
certainly saves tremendous waste in the mailing of adver- 
tising. 

In looking through our books in the checking, certifi- 
cate, savings and insurance department, it is an easy 
matter for us to write "V" after the names of all those 
who are already doing business with us in those depart- 
ments. The symbol "X" indicates "no account in that 
department" and hence a prospect we should work on. 
Thus, even though an inexperienced clerk goes through the 
cards to address the mail, we cannot go wrong in address- 
ing the desirable prospects. New cards are added occa- 
sionally and unused cards are transferred to a disposed-of 
card file with the notation thereon "sold," "dead," "no 
good," etc. 

A Prospects Hobbies 

In questioning a neighborhood visitor about strangers 
in our file, I never fail to inquire what his specialty is 
(if any) — breeds of cows, hogs, pure bred grains, tractors; 
whether his son is a good baseball or football player, etc.* 

We use facsimile typewritten letters reproducing our 
newspaper advertisements, etc., in advertising. We also 
advertise in several newspapers in surrounding towns 
and thereby draw savings deposits from beyond the half- 
way line. 

267 



BANK ADVERTISING EXPERIENCE 

Three thousand or more farmers in this and surround- 
ing counties own and operate a co-operative packing 
plant in New Richmond. Consequently they drive and 
ship stock from a distance, and in cashing their checks, 
we endeavor to place certificates of deposit with them 
whenever possible. 

Under the heading ' 'mailing to" which appears on the 
card, we check "V" in pencil, to indicate the mailing of 
calendars, special literature, etc., and the card is passed 
by the address clerk when he is mailing out the same 
literature with folders, etc., enclosed, thus avoiding 
duplication of advertising. Under the heading "bank 
with," we check-mark all who have accounts with us. 
The names of other surrounding towns are written on the 
card as shown by the checks deposited for remittances, etc. 

Information as to income, occupation and nationality 
we gather by casual conversation and inquiry, while 
names and ages of father, husband, mother, wife or other 
relatives of the card subject are gleaned through neighbor- 
hood gossip and other sources. Personal data of this sort 
is invaluable as shedding light on the environment of the 
subject and is useful also in interpreting the causes of 
withdrawal of savings, the making of investments and so 
on and useful as well in following the progress of children, 
all of whom are listed on the card with the idea of making 
them prospects of the future. Moreover, it supplies 
the personal touch which enables us to maintain closer 
relations with our customers. The notation of the age 
on the card supplies us with a sort of process of elimina- 
tion, likewise, for when a card tells us at a glance that 
its subject is seventy years of age, it tells us instantly 
that in all probability he is not as good a prospect as the 
man, age 30, who appears on the next card. 

268 



ADVERTISING LETTERS AND SUGGESTIONS 

Under the heading of "credit good," we note in pencil 
the amount of the credit line which is not to be exceeded. 
Afterward the amount can be expanded or contracted 
by erasure of the penciled figures. 

Teachers, Parents, Neighbors 

When making a visit to a neighborhood, one has only to 
slip into his pocket the cards for that neighborhood and list 
thereon whatever information may come his way. One of 
the difficulties is the obtaining of wives' and children's 
names. They are to be found in some county atlases and 
in school district clerks' records of school ages from four to 
twenty years, taken annually in order to draw state money. 
Teachers, parents or neighbors furnish other sources of 
information. Given the age when the card is made out 
(the date invariably being written in), the banker may 
always have before him the present age of the prospect and 
his family with the aid of mental addition of the interven- 
ing years since the card was filed. 

The brief rating questions of "prompt pay," "honest," 
and "good reputation" can be speedily checked "V" for 
"good" or "X" for "not good" after a talk with any 
merchant in the neighborhood. He is usually competent 
also to give off-hand the ratings in other neighborhoods 
surrounding his place of business. His figures and 
opinions will cover the principal facts required by the 
banker. 

When customers or visitors come into the bank, one of 
our officers, seated within easy access of the lobby, steps 
out and greets them. He entertains the farmer or caller 
by taking him behind the scenes and showing him our 
mechanical appliances, the money vault, customers' vault, 
book vault and equipment, as well as the coupon and 

269 



BANK ADVERTISING EXPERIENCE 

telephone booths, reading room, special ladies' room, 
men's smoking room, free committee rooms, etc., main- 
tained for the convenience of the public. 

Visitors' names are alphabetically listed in a small 
indexed book. Thus we have a record of all visitors who 
have inspected the building and we devise other means of 
entertainment when they call again. This attention 
pleases the visitors and creates good will that is not to be 
estimated in dollars and cents. 

I believe that a liberal proportion of a bank's advertising 
expenditure should be for facsimile typewritten letters 
sent to a mailing list of well selected names. This form of 
direct advertising is especially good for country banks to 
use in striving to get the farmers of their community to 
make more use of the banks. 

Letters ana "House Organs 

However, a form letter month after month is likely to 
become monotonous and lose some of its effectiveness as 
the novelty wears off. For this reason I believe in alter- 
nating a form letter and a small bank paper or house organ. 
These papers are prepared by financial advertising 
agencies as syndicate propositions, with provision for the 
use of some local matter, and thus can be obtained at 
comparatively low cost. 

Letters to Stockholders 

Direct advertising by means of form letters certainly can 
be made to pay. Some time since, R. B. Parrish, cashier 
of the Bluefield National Bank, of Bluefield, W. Va., wrote 
me: 

"We have already gotten some results from the letter 

270 



ADVERTISING LETTERS AND SUGGESTIONS 

to stockholders you prepared for us, one account of $1,000 
and another deposit to come the first of January of some- 
thing like $20,000; another account of $180 first deposit 
and rented two safe deposit boxes. This is not so bad and I 
am going to keep after the stockholders." 

The letter to stockholders was as follows: 

"Dear Sir: 

"As a stockholder of the Bluefield National Bank have 
you ever stopped to consider the fact that it lies within 
your power to help this bank in such a way that the 
dividends you receive from your stock in it may be 
increased? 

"A bank's earning power is governed largely by the 
amount of its deposits. Take two banks with the same 
capital stock, but not the same amount of deposits. Other 
things being equal, the bank with the the larger deposits 
will earn more than the other, and consequently will have 
more money to distribute to [stockholders in the form of 
dividends. 

"Moreover, it will be better able to increase its 'surplus' 
and 'undivided profits/ which will mean a further 
strengthening of the institution. 

"The Bluefield National Bank is now located in its fine 
new quarters at Bland and Raleigh Streets. If you are 
not already a depositor with us, come in at your earliest 
convenience, start an account and let's get better 
acquainted. 

"Also whenever you get a chance please speak a good 
word for the Bluefield National Bank. Try to bring us 
at least one new depositor this month. 

"This is a strong bank, a service-giving bank and 'A 
Bank with a Heart.' 

"We want to serve the public well and make more 

271 



BANK ADVERTISING EXPERIENCE 

money for you as a stockholder. You can help us to help 
you. Will you do it now?" 

Shortly after the Mercantile Trust & Deposit Company 
opened for business. in the offices of the Mercantile Safe 
Deposit Company, 115 Broadway, New York City, the 
trust company sent to the safe-deposit box-holders this 
letter: 

'To the Safe-Holders of The Mercantile Safe Deposit 

Company : 

'Through the courtesy of the Mercantile Safe Deposit 
Company, we are enabled to extend to you an invitation to 
become acquainted with this new trust company. 

"While we have no desire to suggest a change in your 
present banking connections, we believe that our location 
and facilities for handling every branch of trust and 
banking business will prove unusually convenient to 
holders of Mercantile safe deposit boxes. 

"Enclosed you will find a list of our directors, from which 
you will see that the Board reflects the soundest elements 
of this city's business and financial life gathered together 
to establish a progressive financial institution with a back- 
ground of the best traditions of sound banking. 
"Yours very truly, 
"Mercantile Trust & Safe Deposit Co. 

"Chellis S. Austin, President." 

Letters to Parents 

In regard to a letter in connection with the "Better 
Babies" movement encouraged by the Union Trust Com- 
pany of Spokane, Wash., the Publicity Department of 
the company wrote: 

"In September 1912, Borden's held a baby contest in our 
city the winner [of [which was John J. Ehlinger, Jr. Being 
personally acquainted with the youngster's father, our 

272 



ADVERTISING LETTERS AND SUGGESTIONS 

Mr. Kommers took occasion to invite Mr. Ehlinger to 
open an account in the baby's name. This was done. 
Accordingly we featured a picture of the 'prize baby/ and a 
little story about him, in the next issue of our Marble Bank 
Monthly. A year later, our local Interstate Fair took up 
the 'better baby' idea, conducting an extensive 'better 
babies' contest, and offering prizes for those scoring most 
nearly 100 per cent. One of the little tots, Billie Sass, 
actually scored 100 per cent, and has since had a great 
deal of free advertising as a result. There were about 
twenty prize winners in all, to the parents of whom we 
wrote the accompanying letter. In about half of the 
homes reached, the letter took effect, and new accounts 
were opened either with the prize money, or larger sums, a 
number of which have grown to healthy 'nest eggs' or 
'college funds.' We secured little Billie's account among 
the first, and Mr. Sass is now one of the bank's good 
friends. All of which goes to show that a human, personal 
appeal is highly effective if used in a natural and diplomatic 
way." 

A Letter to Teackers 

A letter used by the Old National Bank of the same city 
in an effort to interest school teachers was as follows: 

"Dear Madam: With the opening of the school year 
has come the problem of readjusting personal finances. 
You are anxious to arrange them so that vacation time 
next year will find you prepared with ready money— and a 
snug nest egg for emergencies. A simple, practical plan is 
all-important. We suggest the 'Old National Plan' — the 
method successfully followed by dozens of Spokane 
people in every walk of life. First, fix a sum that you feel 
you can and should save each month. As soon as you 

273 



BANK ADVERTISING EXPERIENCE 

receive your salary deduct this amount and deposit it in 
your savings account here. Consider your salary as being 
just that much less than it really is. 

"Now deposit the balance in your Old National checking 
account, and pay all your bills by check. Your checks will 
automatically become receipts for every dollar spent, and 
will systematize your expenditures. By comparing them 
from month to month you will find many little ways to 
economize that did not occur to you when you paid every- 
thing in cash. 

"This merely outlines our plan. Its possibilities are 
almost limitless and we would like to explain it to you in 
person. Come in and talk it over with us next Saturday 
morning — or whenever it is convenient. A call will not 
obligate you in any way." 

In regard to this letter it is stated : 

"This Old National Bank letter has been used several 
times in addressing a new list of school teachers at the 
opening of the school year. It is an appropriate time to 
address them on the subject because it has been our 
experience that the months of vacation witness a rather 
wholesale withdrawal of school teachers' accounts, owing 
to the fact that they are usually paid salaries during only 
ten months of the year, and take extensive vacations 
during the summer months. The results have proved 
quite satisfactory, the Old National Bank having a great 
many school teachers' deposits, and we believe that the 
letter has helped keep up the good work." 

From One Bank to Anotner 

Short snappy letters seem to be popular with big banks 
seeking the accounts of smaller ones. Here is one used by a 
Western institution: 

274 



ADVERTISING LETTERS AND SUGGESTIONS 

''We notice you have applied for a charter to convert 
your bank into a National Bank. We take pleasure in 
enclosing copy of our latest statement. We should be 
very glad to serve you in this part of the country. We 
think our facilities are first-class and should be glad to go 
into details with you if interested." 

An Eastern bank uses this one : 

"Enclosed we hand you a copy of our latest statement 
with the hope that the present may be an opportune time 
to bring to your attention again the fact that we desire to 
serve you. Our facilities are being improved each day and 
we feel that we can serve you in an entirely satisfactory 
manner. Awaiting your reply with much interest, we 
remain — etc." 

Short snappy letters seem to be popular with big banks 
seeking the accounts of smaller ones. Here is one used by 
a Western institution. 

The First National Bank of Brooklyn, New York, 
about the first of every month, cashes a good many city 
pay checks for teachers, firemen, policemen and other city 
employees. One month, whenever the paying teller 
cashed such a check he put the money into a little folder 
which carried this message : 

"Let Us Help You In Other Ways." 

"We are glad to continue cashing your pay check, free of 
charge, but it has occurred to us that there must be other 
ways in which we can serve you, and we take this method 
of calling your attention to two other features of our 
service. 

"A CHECKING ACCOUNT. You can open a check- 
ing account here with $200 and there will be no charge for 
it as long as your average balance remains at the figure. 
For months in which depositor's balance does fall below 

275 



BANK ADVERTISING EXPERIENCE 

$200, we make a service charge of one dollar. But even 
at that the safety and convenience of having a checking 
account and paying all your bills by check is well worth the 
small charge. Probably you would save it in car fares and 
fees for post office money orders which you would other- 
wise pay. 

"SAFE DEPOSIT BOXES. Now that so many per- 
sons own Liberty Bonds and other valuable papers, a safe 
deposit box is more than ever a necessity. You can rent 
a commodious box in our fire and burglarproof vault for 
$5.00 a year. You would find it worth many times that 
to you in the peace of mind that would be yours as to the 
safety of your important papers and other valuables. 

"FIRST NATIONAL BANK" 

A Letter to Dormant Savers 

The Oakland Bank of Savings, Oakland, Cal., used this 
good letter to owners of dormant savings accounts: 
"Dear Friend :— 

"After all is said and done, our success is measured by 
the money we have. 

"Some time ago — when you first opened an account with 
us — we felt that one more had started upon the right 
road, and we were glad of it — Why? Because to a large 
extent, we measure our success by that of our customers. 
For a long while your account has been dormant and we 
want to know if this is due to any cause that we can 
remedy? 

"We know, of course, all about the increased cost of 
living, but we know too, something about the increased 
earning capacity of the average person. You made a 
right start and we want you to know that we are interested 

276 



ADVERTISING LETTERS AND SUGGESTIONS 

and that nothing could please us more than to have you 
become a regular depositor. 

"The problem of protection is easily solved when you 
save regularly — when you lay aside each day or each 
pay-day a part of your income. In other words, you are 
fortifying yourself against financial disaster when you 
deposit liberally to your account. 

"Consider what this means to you — the comforting feel- 
ing that you are fortified against misfortunes by a good 
Savings Account in this Bank. Any sum that you wish 
to deposit will revive your account — thereafter add to 
your balance as regularly as possible. 
Yours very truly, 
THE OAKLAND BANK OF SAVINGS 

A. W. Moore, Cashier." 



277 



Co-operative Bank Advertising 



A Look Into 
tne Future 



279 



CHAPTER X. 

CO-OPERATIVE BANK ADVERTISING- 
A LOOK INTO THE FUTURE 

Y^\ECENTLY the advertising publication, Printers' 
}^a Ink, published a list of articles it had printed in 
the past two or three years on various phases of co-op- 
erative advertising. There were ninety-three such articles 
and the things or institutions being, or about to be, 
co-operately advertised included these: 

Milk, cheese, butter, flour, eggs, coffee, rice, oysters, 
maple sugar and ice cream. 

Olives, lemons, oranges, apples, raisins, cantaloupes, 
onions, pineapples, and even the humble prune of board- 
ing house fame. 

Magazines, books, newspapers, farm publications and 
trade papers. 

Banks, building and loan associations, insurance com- 
panies, real estate mortgages, churches, chambers of 
commerce, hotels, resorts, railroads and express companies. 

Men's wear, tailors, laundries, shoes, dyers and 
cleaners. 

Cattle breeders, canners, grocers, department stores, 
machinery, moving pictures. 

Oil, tobacco, jewelry, nails, auto trucks, electric vehicles 
and asbestos mats. 

Both flowers and fertilizers. 

281 



BANK ADVERTISING EXPERIENCE 

Brick, hardware, and these various kinds of lumber: 
white pine, cypress, hemlock and black walnut. 

In speaking of this subject editorially, Printers' Ink 
said: 

"Possibly some of the campaigns have failed to produce 
the results expected, but we know of many which have 
attained to conspicuous success. But this is certain: 
that the failures were not due to failure of the co-opera- 
tive idea. That idea is sound, though it is not proof 
against unsound methods. The right kind of advertising 
agent, and the right kind of publisher, can do much to 
guide the development of co-operative advertising along 
profitable lines." 

Common Aims or All Banks 

The basis for a co-operative advertising effort in any 
line of business is the fact that there are always some 
phases of the question that are peculiarly problems of the 
business or industry as a whole. 

This certainly applies to banks and trust companies 
because their common aim is to inculcate businesslike 
habits, to loan the bank's funds safely and profitably, 
to stir up ambition, to bring about a realization of duty 
as touching such things as the making of a will or the 
use of safe deposit protection for valuables. These are 
all general problems. No one financial institution can have 
a monopoly of them any more than it has the sole responsi- 
bility of instilling ideas of thrift in its community. 

Uppermost in the minds of the members of any associa- 
tion co-operating in this way is the question, "How can 
we all help to increase business in our line and each get 
our commensurate share of the increase?" 

In brief, the idea can be summed up in these words: 

282 



CO-OPERATIVE BANK ADVERTISING 

A co-operative movement of competitors for the good 
of the whole business. 

The method is to pool a portion of the advertising 
appropriations of all interested and adopt a systematic 
plan of advertising the general features of the business, 
the expense being prorated in some equitable manner, 
and all details, including the copy, space contracts, 
proofreading, and so forth, to be handled at one office. 

The banks of a certain Iowa county a year or so ago 
got together and made a joint appropriation for adver- 
tising at a county fair. They had a booth and distributed 
a large amount of advertising matter of an educational 
nature concerning the safety and service of banks in 
general. 

Objections Answered 

If there is any objection to co-operative bank adver- 
tising on the part of any reader, undoubtedly one of the 
reasons in the back of his head is that, on account of some 
special conditions, he is not sure that his institution will 
get benefits proportionate to its share of the cost. Per- 
haps he fears that too much competition may be stirred 
up by this kind of an advertising campaign. 

The old saying that ' 'competition is the life of trade" 
applies to the banking business as much as it does to any 
other. If each community had only one bank there 
would not be as many bank depositors nor as much bank 
business transacted as under the present conditions of 
competition. 

It is a fact proved beyond dispute that certain meri- 
torious articles do not succeed because they lack competi- 
tion. For instance, I know that manufacturers of office 
appliances would rather have competition than not, 

283 



BANK ADVERTISING EXPERIENCE 

because it educates the public to the idea and this makes it 
easier for all to secure new customers. 

The Yawman & Erbe Co., of Rochester, refer specifi- 
cally to a letter copying device which is a good thing, 
but not a good seller because no other company makes a 
similar machine. 

Why is it that our big department stores are so often 
located in close proximity to each other? 

These merchants know very well that when women 
start out to buy something they "go shopping" and 
having the stores near together simply facilitates the 
process of buying and the multiplied impressions and 
suggestions of rival stores only stimulate the desire to buy. 

Banks Have Begun to Co-operate 

To some extent banks are educated to the co-operative 
advertising idea especially as it relates to thrift. This 
is partly due to the successive Liberty Bond campaigns 
and the earlier campaign involving the "Talks on Thrift," 
free editorial matter sent out by the Savings Bank Section 
of the American Bankers Association. 

The effort was made to have these articles smack as 
little as possible of the press agent who is persona non- 
grata in most newspaper offices. As a result they were 
quite widely used and in many cases the advertising of 
the local banks in the newspapers using the "Talks" was 
run next to them. 

However, I am free to admit that for a city of 500,000 
population for instance, it would be better to have special 
matter prepared not only on thrift but on commercial bank- 
ing, trust matters, safe deposit boxes, banking for women, 
investments and on all other phases of banking service 
which are points of contact between the banks and the 

284 



CO-OPERATIVE BANK ADVERTISING 

public — their depositors and customers, actual and pros- 
pective. 

Banks going into this co-operative advertising plan 
will pay a good price for the newspaper space. In using it, 
it will be a good investment to pay for the services of some 
one who can effect that rare combination in financial ad- 
vertising — "Pep, Punch and Propriety." 

And the fact that the utmost skill is used in the prepara- 
tion of the community portion of advertising will put 
each individual bank on its mettle to get the best possible 
results from its own individual space so that the whole 
standard of bank advertising in the particular city will be 
raised, even though it stands very high now. 

The result will be, therefore, that these superlative 
community and individual efforts will raise bank advertis- 
ing efficiency to the "nth power." 

Practical Suggestions 

My prescription for an effective co-operative advertis- 
ing campaign for bankers includes the following points: 

Use space enough. 

Run the ad. at least once a week in each paper used. 

Have high-grade illustrations in the advertisements. 

Change the copy with each insertion, but maintain the 
same typographical style throughout. 

Put human interest into the copy. 

And the greatest of these is human interest. 

People have too many interesting things to read now-a- 
days to want to wade through a long and heavy discussion 
of financial matters. 

Nor will they read with avidity anything that shouts 
on the face of it "I am a bank advertisement." 

They must be beguiled for their own benefit and receive 

285 



BANK ADVERTISING EXPERIENCE 



their financial medication in the form of sugar-coated pills 
that will slip down easily. 

The thrift portion of the campaign naturally provides 
the widest field for this kind of an appeal, as the first chap- 
ter of so many stories of success is located in a savings 
bank. Besides there is the all-important patriotic feature 




He Did Not Save 

FORWARD or backward, which way 
are you going? Is there a mort- 
gage on your salary each pay day 
— even hefore you get it? Are you sav- 
ing or are you running behind? ^Consider 
these questions seriously — they mean 



Most people aro inclined to live far 
beyond their income — they must have 
cveiything their neighbor has, whether 
they can afford it or not. This was the 
case with the man in the picture above — 
now he knows better. Don't YOU be so 
foolish. Start saving today at one of the 
local banks, however small your income 
may be. You can open an account with 
SI, S5 or Sit) just as well as with larger 
amounts. Dcn't delay. Act NOW. 



The Problem Before You 

— When the Bills Come in 

Are You on the Profit Side? 
Does Your Income Show a 
Profit; or Do You Break Even 
or Fall Behind? 




TOUGH LUCK! 
Or Is It Just 

Shortsightedness? 

insure youn*<]( against it. 
GET YOURSELF A BANK 
ACCOUNT, NO MATTEK 
BOW SMALL THE BE- 
GINNING. 

Union Savings Bank 

Third National Bank 

Sedalia National Bank 
American Exchange Bank 

Citizens National Bank 

Sedalia Trust Company 



Exchange Bank 
Sedalia National Bank 

Union Sayings Bank 
Third National Bank 



Sedalia Trust Company 

American Exchange Bank 

Citizens National Bank 
Union Savings Bank 

Third National Bank 

Sedalia National Bank 



Sedalia Trust 



Fig. 157 



of today's thrift. But I maintain that it is also possible 
and advisable to inject into the commercial and trust copy 
a certain amount of this "humanness." 

For example, instead of saying in a stilted and formal 
manner that the banks of this community "are ready and 
willing to make commercial loans on approved security/' 
and so forth, let us tell the story of a young business man 

286 



CO-OPERATIVE BANK ADVERTISING 

who early in his career tied up with a certain bank; how 
his balance and acquaintance at the bank grew; how he 
stood by his bank and how his bank stood by him. A 
few concrete instances of how having a bank account and 
using the bank's facilities have helped a man over tight 
places, and enabled him to take advantage of opportunities, 
is worth reams of catalog-like statements of what the bank 
has on its shelves, so to speak. 

To my mind, the whole realm of financial advertising 
presents no more barren waste than the average statement 
of the fiduciary capacities of a trust company. Now, it 
must be admitted that making a will or having your will 
probated is not a cheerful subject, for you at least. But 
by no means do I mean to go to the other extreme. There 
are other avenues of appeal to a man beside his funny 
bone. The skillful ad. writer can play upon conjugal and 
parental love, sympathy, business acumen and common 
sense. 

Again, in the case of the trust articles I would urge 
you to go much further than the customary statements 
that a trust company "acts as executor, administrator, 
trustee, guardian, attorney-in-fact/' and so on, ad infin- 
itum, ad nauseam. 

Nor would I go into a detailed and categorical expla- 
nation of these things. 

Instead of that, for example, I would publish some true 
stories from real life, like the following which I wrote 
from my own personal knowledge of the circumstances: 

The K.md or Copy to Use 

The writer recently had brought to his attention in a 
forcible manner the trouble and confusion, not to say 
jeopardy to the interests involved, which result when an 

287 



BANK ADVERTISING E X P E H I E N C E 

individual executor dies in the midst of the administration 
of estates placed in his charge. 

There recently died suddenly, in the prime of life, one 
of the leading citizens of a small community, a man of 
some wealth and considerable ability. There was no 
trust company in the town and the efficiency and integrity 
of this gentleman having been so well known, the people 
of the place had been in the habit of coming to him with 
their financial problems and he had been chosen executor 
and appointed administrator of quite a number of estates. 

At the time of his death this man was looking after the 
interests of four different estates, and was the custodian 
of as many more wills. As soon as he died, trouble began 
for the heirs of these various estates. They found that 
they could not receive money due them nor take any 
action until an accounting had been rendered and a new 
executor chosen, or. a new administrator appointed by the 
court. This worked hardship in a number of cases, and 
caused inconvenience in all. 

It was unfortunate also for the widow of this executor 
as she had been made executrix of her husband's own es- 
tate, and so she was responsible for anything going wrong 
with the interests of others her husband had been looking 
after, until new means of administration or management 
had been provided for legally. 

As for the persons who had left their wills in this private 
individual's safe, they hastened to find someone else will- 
ing to assume the responsibility for the safe keeping of the 
document, while some of them did what they should have 
done in the first place, that is, appointed a good trust 
company executor of their estate and placed their last 
will and testament with the institution for safe keeping. 

This true account of an actual incident which is being 

288 



CO-OPERATIVE BANK ADVERTISING 

constantly repeated everywhere, carries this moral — 
name, as your executor, a strong, State-protected and per- 
petually existing institution and the best interests of your 
heirs will be subserved while the integrity of your estate 
will be preserved. 

The newspaper advertising with its well displayed, 
interesting and convincing copy, both in the general article 
that is a common battery of power and in the individual 
advertisements that form the points of contact for the 
various institutions, should by no means be the end of 
your co-operative effort. 

How Far to Co-operate 

I see no reason why your co-operative advertising should 
not extend likewise to the street cars and billboards. 
Might it not even be feasible to publish a monthly co- 
operative bank house organ? It might be used for the 
intensive cultivation of the present depositors of all the 
banks and it would contain no display advertising at all 
and only incidental mention of the various institutions. 

The big idea is that by co-operating in the publication of 
such a magazine you would be able to produce a much 
more effective periodical than any of you could afford to 
get out individually. The vastly greater quantity used 
would reduce the cost per copy and enable you to secure 
the highest grade of editorial matter and illustrations. 

Your mailing list is already at hand in the names on 
your account ledgers. Those of you who use the statement 
system and return the canceled vouchers on the first of the 
month could give out the paper with the statement and 
thus save postage. 

It would be necessary to go over all the lists alphabeti- 
cally to avoid duplication of names. I realize that right 

289 



BANK ADVERTISING EXPERIENCE 




ave $Aave 



J3enfami'n Draidtlin. 



THE purpose of this advertisement is to bring the importance of saving to 
the attention of the public. Never before has saving been so necessary. Our 
soldiers and sailors alone cannot win the war. Our soldiers and sailors backed 
by thrifty people at home are an invincible force for victory and peace. The 
future of the United States, after the "war, will be more secure if every American 
will spend carefully, save carefully and invest carefully. 

Saving requires no technical knowledge, no large capital. It requires only the mitt to sorse nni 
the character to keep at it 

Investment follows saving. Banks, trust companies, am) savings banks have made it easy to invest. 

Thrift is essential to individual 
today absolutely \Ttal to the welfare of t 



It is the foundation of the power of nations. It 
can people. 

Save % seiva 



i Eichang* Nti.ontt Buk Chonic 



3rc-.cn Si>:hgs Bank Brooklyn 
Broadway Tnui Company 
Broaj, Borough Bank 



Uermanta Saving* Bant o 

Gotham National Bank 
Grace, W. R. & Co. 1 * Bw 
Greater New York Savinj 






i Coun*r6a» np Bank 

i County Trun Co., Brooklyn 



National Park Bank 
New York Produce Exe* 
Nrw York Truit Compai 
North Side Bank of Broo 
Pacific Bank 



Sooth Brooklvn Saving! IniemtiM 
State Rank, The 

Tranaatlantic Tran Company 
TVenry-thiid Ward Bank 
Union Exchange National Bank 



!'XveD« I Bink 0P 



Yorkville Bank 



CO-OPERATIVE BANK ADVERTISING 

here there might be some difficulty because one bank 
might not want the others to know who its depositors were. 
But would this not be obviated by having the work in 
charge of one impartial manager? And besides if there 
isn't honor among banks and bankers where are we going 
to find it? 

For Greatest Efficiency 

Co-operative bank advertising makes for the greatest 
efficiency because : 

It largely lessens duplication of effort. 

It means the greatest economy in space-buying. 

It gives greater prestige and momentum to a campaign 
and focuses public attention on the united message of the 
banks of the community. 

They say that money talks, but when all the banks in a 
city get together on a movement of this kind it fairly 
shouts and the masses are bound to hear and heed. 

Emerson said, "Concentration is the secret of power." 
When all the banks of a city work together — for that is the 
real meaning of "co-operation/ ' in a wisely planned and 
skillfully-executed campaign like this, results are bound to 
be obtained. 

There can be no other outcome, because such a force is 
well-nigh irresistible. 

And there are certain collateral benefits of such co- 
operative efforts that are quite worth while. 

First among them, I would place the stimulation of the 
individual banks to put their best foot forward in their 
advertising so as not to be outdone by competitors both as 
a matter of pride and also actually to get a proper share of 
the new business created. 

Then in union there is strength to protect the banks 

291 



BANK ADVERTISING EXPERIENCE 




THE 

LINCOLN 
SAVINGS 

AND 

BANKING 



The 
Experience 
of the Past 



which is always a safe 
guide, shows that the 
most prosperous com- 
munities are those whose 
people are largely in- 
terested in Savings Insti- 
tutions. The training to 
save means sobriety, in- 
dustry, integrity, home 
ownership and good cit- 
izenship. 



4% 

Interest Paid 
on Savings 



THE 

f orest crn 

SAVIN6S 
AMD 
TRUST 



against the assaults 
of the special edition 
solicitors and pro- 
gramme copy chasers. 
The individual banks 
will be saved a lot of 
time as well as money 
in this way. 

"Collective bar- 
gaining" with the 
newspapers will 
enable you to get 
better rates on space 
contracts and the 
large copy will insure 
good position and 
display. 

You will find also 
that the good feeling 
generated in the busi- 
ness office of your 
newspapers by the 
liberal use of space 
by the banks will 
seep through into the 
editorial department 

Fig. 159. Savings bank co-operation and yQU ^jj be we jj 

treated in the matter of news mention when it is really 
warranted. 



THE 
PEOPLES 
SAVINGS 

BANK 



"United We Stand" 

The fact that banks were standing shoulder to shoulder, 
as manifested by their getting together on an advertising 

292 



CO-OPERATIVE BANK ADVERTISING 

campaign like this, would have a strong moral effect on 
the community. So that if anything approaching a panic 
should ever come again, which we believe the Federal 
Reserve system makes almost an impossibility, you would 
be prepared to man the trenches at once and pour in some 
hot shot in time to save the day. 

With apologies to the shade of Daniel Webster, I want 
to express the wish that when my eyes shall be turned to 
behold for the last time the advertising of banks, may I not 
see it dissevered, discordant, belligerent; may I not look 
upon a page full of many ads. trying to tell the same story 
with varying degrees of skill and treading on each other's 
toes. Let their last feeble and lingering glance rather 
behold a strong, united appeal of all the banks in the 
community, well written and well displayed, exploiting 
as its motto no such time worn expression as "Every 
accommodation extended consistent with conservative 
banking," but everywhere, spread all over it the modern 
spirit of co-operation and efficiency, now and forever, one 
and inseparable! 

"C est La Guerre 

Before the war, it would have have been deemed impos- 
sible to get all the banks of New York City to unite in any 
co-operative bank advertisement, much less a savings 
advertisement. But it has been done, and those of us who 
for a long time have been striving to improve bank 
advertising felt like saying "What hath God wrought," 
when on September 26th, 1917, our eyes rested upon that 
296-line by 7-column, "Save and Have" advertisement 
(Fig. 158), a "close-up" of which is shown on another page. 
Notice that the advertisement is signed by 121 banks, most 
of which have no savings departments. The advertise- 

293 



BANK ADVERTISING EXPERIENCE 



T«-» MOXDAY 



THE PITTSBURGH POST* 



Educ ational Series on Value of Services Rendered the Pubtc by Trust Companies 




Only Trust Company in Pennsylvania 
Not Engaged in the Banking Business 

Our Company is organized with especial regard i 



THE SAFE DEPOSIT&TRUSTCO. 



The Superiority of 

PITTSBURG TRUST CO. 



OFFICERS: 



SIX MILLION DOLLARS 



DOMINION 

Trust Company 



PROFESSIONAL ACCOUNTING 
SPECIAL INVESTIGATIONS 

TmtMiMM 



Me American Bankers Association and i 
appear in fourteen consecutive Monday issues of 

The Pittsburgh Post 



The Trust Company as a Custodian 

Almost Infinite Variety to the Responsibilities Reposed in 

the Modern Trust Company. Watchful 

of Others' Interests. 



»"l?°BiJ*«Xffi 




CUSTODIAN 

Individual Saving! 
st or Sinking Funds 



THE FACILITIES OF OUR 

Bank, Rtnf, Salts, Trust ind 
Mtrtgaft Dspirtraii.it 

Are offered with the assurance that our 
service will be found adequate Hy>eV:ry 

Roal Estate Truat Company 



LIBERTY ENGRAVING C 



FRANK WILBUR MAIN & COMPANY, fi the s ,xth article: 

CartHlod Public Accountant. \T F M PHR A JfY TRUSTEESHIPS] 



tic incere.t«d to ftiinriil i 



Fig. 160. How trust companies co-operated in before-the-war advertising 

294 



CO-OPERATIVE BANK ADVERTISING 

ment was published in every English and foreign language 
newspaper in New York City, except the official organ of 
the German speaking Socialists, which refused it on the 
ground that it was propaganda assisting the accumulation 
of war funds. 

While the war was on, the banks and trust companies of 
the country were called upon to do a good deal of patriotic 
advertising co-operatively. The drives and campaigns 
for the Liberty Loans, the Red Cross, W. S. S., etc., have 
brought bankers nearer a workable plan of co-operative 
bank and trust company advertising than years of agitation 
along that line had been able to accomplish. 

It would seem only natural to believe, therefore, that as 
a result of working together in this way, the foundation 
may have been laid for an extension of the co-operative 
advertising idea among banks and trust companies. 

The newspaper advertisements reproduced (Figures 159 
and 160) illustrate how trust companies and savings 
banks or institutions with savings departments have 
co-operated to some extent in their advertising. Illustra- 
tions of such co-operation among commercial banking 
institutions are not so common. Possibly conditions are 
not yet ripe for that. 

The basis for a co-operative advertising effort in any 
line of business is the fact that there are always some 
phases of the question that are peculiarly problems of the 
business or industry as a whole. 

This certainly applies to banks and trust companies 
because their common aim is to inculcate business-like 
habits, to loan the banks' funds safely and profitably, to 
stir up ambition, to bring about a realization of duty as 
touching such things as the making of a will or the use 
of safe deposit protection for valuables. These are all 

295 



BANK ADVERTISING EXPERIENCE 

general problems. No one financial institution can have 
a monoply of them. 

The Federal Reserve Bank Leads the Way 

Although it has no advertising appropriation, the Federal 
Reserve Bank is a thorough believer in publicity. At least, 
the Federal Reserve Bank of New York is, because 
Pierre Jay, chairman of the board of that institution, 
some time ago sent out to all the national banks in the 
country, sets of printed and illustrated newspaper adver- 
tisements touching on the strong points of the Federal 
Reserve system from the standpoint of the public. These 
advertisements were furnished the banks free in order to 
help them to educate the people in their communities as 
to the advantages of doing business with member banks. 
The advertisements were submitted to many bankers and 
advertising men for suggestions and criticisms. The 
advertisements are being quite generally used now though 
there are possibilities of complications when two or more 
member banks in the same community would like to use 
the advertisements but do not want to use exactly the 
same wording as their competitors. One of these adver- 
tisements is shown in Chapter IV of this book. 

Some Examples 

A collection of community bank advertisements was 
sent me by the Sedalia, Mo., Trust Company. Some of 
them are shown herewith (Fig. 157). I think this advertising 
is very good, especially those advertisements which show 
uniformity and harmony in style of typography. The 
important thing is that these six banks have gotten together 
and are carrying out this plan of co-operative advertising, 
which I believe is the most economical and effective. 

296 



CO-OPERATIVE BANK ADVERTISING 

Until I saw a page from the* Seattle Post- Intelligencer 
of July 20, 1917, my eyes had never rested upon a full- 
page, co-operative advertisement of banking-by-mail 
service. The special occasion was a street car strike which 
made it difficult to get about in Seattle for a while. The 
ad., which is too large for reproduction here, capitalized 
on the situation in this fashion: "You can do your banking 
by mail. You need not be inconvenienced in your daily 
financial transactions by the lack of street car service. 
It is not necessary to come downtown to attend to your 
banking needs. The following Seattle banks, trust com- 
panies and savings and loan associations are able to give 
you a complete banking-by-mail service.' ' Then followed 
a description of this service, and the signatures of the 
eight banks running the ad. 



29^ 



Trade Acceptance Advertising 

Suggestive Paragraphs for Pushing 
The Better Credit Method 



299 



CHAPTER XL 

TRADE ACCEPTANCE ADVERTISING- 
SUGGESTIVE PARAGRAPHS FOR 
PUSHING THE BETTER 
CREDIT METHOD 

CHE American Acceptance Council was recently 
organized "to conduct a nation-wide educational 
campaign, designed to inform the business people and 
bankers as to the merits of trade and bank acceptances, 
the method of their use in foreign and domestic merchan- 
dising, and for the additional purpose of aiding in the 
establishment of a comprehensive open discount market 
and to assist in other matters that will improve the credit 
system and strengthen the financial position of America/ ' 

So many banks are now pushing the trade acceptance 
idea that the movement ought soon to acquire a momen- 
tum which will enable it to carry everything before it and 
bring out the quite general substitution of the trade 
acceptance for the open book account system, so wasteful of 
capital that might otherwise be used much more effec- 
tively. A recent statement of the Federal Reserve Board 
showed an increase in one week of over $16,000,000 in 
acceptances held by member banks. The "Stretching 
Capital" advertisement of the National Bank of Com- 
merce, (Fig. 161) of Seattle, handles this subject very 
effectively. 

In order to help bankers who want to push along the 

301 



BANK ADVERTISING EXPERIENCE 



trade acceptance movement, I have prepared and repro- 
duce herewith a number of headings and paragraphs 
suggested as suitable to use in newspaper advertisements 
concerning the use of trade acceptances : 

You are a Manufacturer, not a Banker 

Are there not problems enough in the making and 
marketing of your product without taking on the 
additional burden of 
financing your cus- 
tomers? But, with 
the open account 
system, that is just 
what you are fre- 
quently called upon 
to do. If you are 
tired of acting in this 
dual capacity of seller 
and banker, adopt 
the trade acceptance 
plan and let your 
customers finance 
themselves. It will 
be an advantage both 
to them and to you. 

Prevent Slow 
Accounts 

The trade accept- 
ance is not so much 
a device for the 
collection of old 
accounts as it is a 




Fig. 161 



302 



TRADE ACCEPTANCE ADVERTISING 

means of preventing accounts from getting old. It is 
given to the seller by the buyer to enable the former to 
realize immediately the value of the goods sold. This 
plan keeps capital active instead of being tied up in slow, 
perhaps doubtful, open accounts. 

An Increasingly Popular Form of Credit 

The trade acceptance is destined to become a very 
popular form of credit because it is "two-name" paper 
which enjoys a preferential rate of discount and has many 
other advantages that come from converting book credits 
into live, liquid negotiable paper. 

A Good Advertisement For You 

It is a good "ad" for you to sign a Trade Acceptance. 
Bankers, credit men and others get a valuable impression 
of a concern when they encounter its name constantly in 
general business transactions, especially when it is in such 
a way as to indicate that the firm is a progressive one, 
alive to the best methods of using its capital. Would 
you like full information about the trade acceptance? 
Ask us. 

Keeping Your Credit Good 

When you give a trade acceptance in payment for 
goods purchased you are especially bound to pay the debt 
promptly when promised. 

To prevent your draft going to protest and the conse- 
quent injury to your credit, you will make every effort to 
meet your obligation "on the dot." That is a good thing 
for you, your creditor and the bank. Multiply this good 

303 



BANK ADVERTISING EXPERIENCE 




Resource, OverS20.000.l 



Benefits of the Trade Acceptance 



At the ret 
States Clia 


l.ber 
busin 


var convention of tl 
>f Commerce, it ivas 

ta men who had g 


thorough t 


uil rl, 


it the "trade acceptan 


-more 




-improvedacc 


- Letter 
-fairer 


:ustoi 


ers —larger profits 
-smaller losses 



not believe that it would pay you to 
let us go over this subject with you and see if 
the trade acceptance method might not be ap- 
plied profitably to your credit operations 5 




Bankers Trust Company 

Member Federal Reserve System 
rntown Office: Attor Trust Office: 

16 Wall St. Fifth Ave., at 42nd St. 



Everybody should be interestec 
in trade acceptances 



J - 


a 1 $&J/i&//wre Menus. 












n&ffl_|Mjiiii_ 




C>'<<i&u 




SlfA 


:zj?. r:^.*,'^,-;. 







A trade acceptance is a simple device for financing commercL 
Briefly slated, its advantages are that it 
—verifies the account 

— puis immatured credit into negotiable form 

— gives stability to commercial credits 

— makes capital more effective. 
The 

should al 
tend to 
of living 

UNION TRUST COMPANY 

Baltimore 



the merchant, the jobber, the manufacturer, the banker 
rested in the trade acceptance because its general use will 
the expense of doing business and consequently the cost 



Helping along the 
trade acceptance 
movement 




'■J Fig. 162 



7nt(!L /mTRvsr(!«w<Y 



g & ^^_ 



What a "trade acceptance" is: 

Suppose the A. B. See Produce Company sells 
a carload of apples to the Y. Zee Grocery 
Company on ninety days' time: The Produce 
Company sends with the invoice a "trade ac- 
ceptance " filled out like the above, which the 
buyer "accepts" by signing on the face, as 
shown. 

Whenever the buyer wishes to discount for 
cash he will of course not use the acceptance, 
lis benefits to concerns using short-time 
credits, to the seller and to public credit, will 
be explainad in later advertisements. 

Write, cell or telephone for booklet 
^ "Trade Acceptances" 

The Colonial y| 
Trvst Company m 



PITTSBURG* 



New Haven business men, 
get acquainted with the 
trade acceptance 



Sooner or later you will be using the trade 
acceptance as a means of financing the sale of 
goods. 

The mo\ement for its general adoption in 
place of the open book account system of 
credit is steadily gaining momentum in this 
country. The war-time need tor the most 
ecoe-imical and efficient business methods is 
hastening this movement, which is backed by 
the Federal Reserve Bank and many business 
organizations. 

The First National Bank strongly recommends 
th plan and would be pleased to explain this 
••fi!. ol exchange, drsw.fi by the seller on the 
pur. -baser of goods sold, and accepted by such 
pji chaser" making it a piece' of short-term 
lwi-name negotiable paper. 

ItaST l^Ki^a Has, 

V Chnrch Sireet, Corner Crows 




304 



TRADE ACCEPTANCE ADVERTISING 

by thousands of instances and you will readily see the 
advantage of the more general use of the trade acceptance. 

Conserve Capital— Do More Business 

A method of financing sales which reduces losses from 
long extended credits and overdue accounts, while it 
speeds up the turnover — thus conserving capital without 
lessening the volume of transactions — should have the 
earnest consideration of every business man now. That 
method is the trade acceptance — a draft drawn by the 
seller on the buyer and discounted by the seller at his 
bank after the buyer has agreed to meet the obligation at 
a specified time, by "accepting" it. 

A Better Plan than the Open Book Account 

We have reason to believe that many business men and 
concerns not now using the "trade acceptance" method of 
financing credit sales could very profitably do so. We 
have made some study of this plan as it relates to our local 
business and would be very glad to discuss trade accept- 
ance matters with any of our customers or others who 
want to do business along the most economical and efficient 
lines in these times, and who are willing to try something 
which experience has shown to be better than the open 
book account method. 

The Trade Acceptance Means More Thrifty Use 
of Business Capital 

Suppose you have $20,000 tied up in open book accounts 
for, say, forty days. If you could reduce the average 
credit period in your business by even ten days, you would 
thus gain the use of $5,000 additional capital. If you 

305 



BANK ADVERTISING EXPERIENCE 

could turn that over four times in a year you would make 
correspondingly larger profits. We believe that the use 
of the trade acceptance method of extending credit will do 
that for you. 

This Waste Should Not Go On 
The old-fashioned open account system ties up capital 
needlessly. Now, when every dollar of cash and credit 
counts, this is a waste that should not go on, and it will 
cease when the trade acceptance method of financing 
payments is used generally. The trade acceptance is in 
the form of a draft and amounts to an acknowledgment 
of a legitimate trade obligation, by a responsible person 
or company, which, if desired, may be discounted at once 
so that the seller of goods does not have to wait for his 
money. 

Avoid Lost Motion in Your Business 
Open accounts always bring in their train such evils as 
these: Abuse of terms of sale, loss of interest, unearned 
discount, unjust claims and bad debts. All of these things 
mean endless disputes and lost motion in business. Get 
away from all that by using trade acceptances. 

Doing Business on a Sounder Basis 
After a year's experience with the use of trade accept- 
ances, the flour millers of a Northwestern state are 
granting larger credits under the trade acceptance method 
because their customers are doing business on a sounder 
basis than ever before. 

Making Business a Real Pleasure 
The trade acceptance gives the seller of merchandise 
liquid accounts receivable, reduces his losses from bad 

306 



TRADE ACCEPTANCE ADVERTISING 



debts, makes it possible to collect interest, almost does 
away entirely with unjust claims, frees salesmen from any 
duties as collectors, and practically eliminates disputes, 
making business a real pleasure. 

What a Trade Acceptance Is 
It is an accepted draft drawn by a manufacturer, mer- 
chant, wholesaler or other seller on a customer to whom 
he has sold a bill of goods, the draft being drawn for a 
specified amount, payable at a definite time and place, 
and bearing on its face the statement that it is given in 
payment for merchandise. It converts the open account 
into a negotiable asset that can be readily discounted at 
advantageous rates, thus enabling the business man to 
turn his capital more frequently. 

A Business Prescription 
Mr. Business Man, are your assets in a healthy con- 
dition? That is a vital 

question for you to 

answer if you ever 

expect to need to 

borrow money at the 

bank. 

We are prepared to 

diagnose your case. 

Come in and tell us 

your business symp- 
toms. Perhaps we will 

prescribe the Trade 

Acceptance in place of 

the Open Book Account 

and other wasteful 

credit methods which 



A Credit Difficulty and 
the Way Out 

WHEN your firm carries many open accounts on its 
books, it is never able to determine exactly what 
its financial condition will be on a given date. 
At the same. time, you are forced to carry part of the 
financial burden of your customers, thus tying up a cor- 
responding portion of your borrowed or invested capital 
for an indefinite period 

The Trade Acceptance is the way out. Ask us about this 
belter credit method. 




orb* Syracuse Srust aia. 



Surplus $2,500,000 



Fig. 163 



307 



BANK ADVERTISING EXPERIENCE 




have reduced the 
vitality of many a 
business. 

That banks are in 
earnest on the Trade 
Acceptance proposi- 
tion is indicated by 
the 2-column by 7- 
inch advertisement 
of the Syracuse Trust 
Co., which appeared 
in Pittsburgh news- 
papers as the first of 
a series (Fig. 163.) 

The best way to 
sell anything is to 
show it at work. 
The First National 
Bank of Brooklyn, 
in its "Reducing the 
Cost of Living" trade 
acceptance adver- 
tisement (Fig. 164) very plainly shows, the working 
of a trade acceptance. I was not surprised therefore, 
to learn that that ad., coupled with a direct mail 
campaign on the same subject, brought good results. 

A young business man clipped it out of the Brooklyn 
Times and came in to see W. S. Irish, vice-president of 
the bank, who convinced him that he could conserve his 
capital by using the trade acceptance plan, with the result 
that the bank got his account and his acceptance business. 
Another advertisement was on the topic, "Let Us Know 
One Another.' ' This induced another business man to 



a s 

other seller 

uses trade acceptances 

employ his capital to better 

advantage than under the 

open book account system, 

his business has a smaller operating cost. 

Moreover, his use of the trade acceptance will 
reduce loss of interest and loss from bad debts, 
thus further lessening his cost of doing business. 
It is apparent, therefore that the general adop- 
tion of the trade acceptance system would tend 
to lower the cost of living, and that is another 
reason why the First National is strongly in 
favor of it. 

FIRST 

NATIONAL BANK 
IN BROOKLYN 

Broadwat fir 1 Havemiyer St. 



Fig. 164 



308 



TRADE ACCEPTANCE ADVERTISING 

write the bank and ask that a representative call to get 
acquainted. This resulted in another good account. So 
it goes in so many instances that the directors of this bank, 
some of whom had been skeptical on the subject, are now 
firm believers in progressive advertising methods. 

Trade acceptances are being advertised more, as bankers 
realize how much their general adoption would benefit all 
business. A good newspaper advertisement on the sub- 
ject was put out by The Bluefield National Bank of Blue- 
field, W. Va. It read: 

' 'Bluefield business men, use Trade Acceptances. 

'The trade acceptance system calls for the gradual 
abolition of the open book account custom, now so general, 
and the substitution for it of the trade acceptance, a draft 
drawn by the seller on the purchaser of goods sold, and 
accepted by such purchaser, payable on a certain date and 
at a place designated on its face. 

"It is a simple device for financing commercial transac- 
tions; it verifies the account; it puts immatured credit 
into negotiable form; it reduces capital requirements; 
lessens overbuying; and makes for greater business econ- 
omy and efficiency generally. 



309 



Bank ^A^indow Advertising 

Clever Displays W? ill Attract 
Attention and Bring Business 



311 



CHAPTER XII. 

BANK WINDOW ADVERTISING-- 
CLEVER DISPLAYS WILL ATTRACT 
ATTENTION AND BRING BUSINESS 



© 



ANKS and trust companies which have suitable win- 
dow space and never use it for advertising pur- 
poses are overlooking something which in many instances 
has proved a business getter. 

For the illustrations and facts descriptive of the window 
displays of the Buffalo Trust Company, I am indebted to 

Miss [Sara E. Shaver, 
manager of the publicity of 
that institution (Fig. 165). 




Fig. 16r>. The "thrift" and "budget" 
windows; below — showing how ,the 
displays pulled 



313 



BANK ADVERTISING EXPERIENCE 

The windows used were in store property acquired by 
the trust company for the enlargement of its quarters. 
They were located each side of the doorway used tempo- 
rarily as the entrance to the bank during building opera- 
tions. The windows were of such shape as to give splendid 
display to the objects and signs exhibited. 

The window at the left of the entrance was given up to 
a thrift display, consisting of coin banks, thrift pass books, 
ledger cards on which appeared, fictitious accounts, etc. 
This was very attractive in itself, making a good showing 
on the black velvet drape covering the front to back space. 
The cards or signs at back were ivory painted in gold and 
black lettering. The sign at the back was lettered as 
shown in the photograph ' 'Results of Systematic Weekly 
Deposits." 

The window at the right was given up to the commercial 
phase of banking, with a display of ledger sheets, showing 
fictitious accounts, with interest and other entries, check 
books of all sizes, and all other bank forms used in the 
operation of a check account. 

The card at the back was of the same size as the one in 
the thrift window and contained facts calculated to interest 
business men. 

For one week the idea of the thrift window was carried 
out in actual money — silver, currency and gold. The 
silver was all bright and new and occupied the foreground 
flat on the floor of the window. A silver dollar was used 
with a card lettered "per week principal and interest in 
ten years" with the pile of loose silver at the right. Paper 
currency and gold coin were used in the same way. A 
special policeman was kept on duty throughout the week, 
and he became so inoculated with the spirit of the occasion 
that his Irish wit provided additional and unexpected 

314 



B A N K WINDOW ADVERTISING 

advertising value. The money was left in the window 
until 4p.m. each day. 

One special item that attracted considerable attention 
was 100 new pennies, about which a printed card said : 

"DOLLAR SEEDS 

"100 of these planted in the Buffalo Trust will yield 
$1.04 at the end of a year." 

This window was a great producer of business. From 
fifty to seventy-five accounts were opened daily. 

The card at the back of the thrift window was painted 
at the top and bottom for a space of about ten inches a 
good shade of light blue, leaving a central white space 
about two inches deep. On the upper portion of the blue 
space appeared: "America first in everything but 
THRIFT. Reliable statistics show that out of every 1,000 
only the following are savers." 

In the white space below appeared the black silhouettes 
of Allied soldiers in uniform, in sizes according to their 
saving ability. In proportion they were as follows: France, 
346, soldier about 14 inches; England, 302, soldier about 
123^2 inches; Italy, 220, soldier about 9 inches and U. S. A., 
99, soldier about 3 inches. 

In the blue space below appeared : "Start TODAY to 
put America ahead of them all. A pass book is waiting 
for you at the window marked NEW ACCOUNTS." 

In the front to back space were displayed small silk 
flags of each of the Allied nations, beside each of which 
was exhibited a note of large denomination of that par- 
ticular country. 

The general banking window displayed a card at the 
back reading as follows : 

"The Buffalo Trust CHECK helps you pay your bills 

315 



BANK ADVERTISING EXPERIENCE 

promptly; establishes your prestige in the business world; 
improves your credit at home and abroad ; is an accurate 
record of expense; acts as a receipt beyond question; 
enlists the interest of this bank in your success. Interest 
at 4% compounded quarterly on a satisfactory balance. 
Business accounts, trustee accounts, guardians' accounts, 
personal accounts, executors' accounts, society accounts/' 

Both windows received the same general treatment. The 
front to back spaces were covered with white batting and 
dusted with diamond dust. A single large candlestick, 
constructed of wood and painted to represent pewter, 
contained a 36-inch altar candle which burned day and 
night the week before and the week after Christmas. 
There were coin banks and bill-holders containing new 
currency in an array. One window had a tiny Santa Claus 
with a bank on his back and a pass book under his arm. 
The other window had a miniature Christmas tree trimmed 
with banks and bill holders. 

The cards at the back of the windows were resplendent 
in white and silver, with huge wreaths of Christmas 
greens tied with large red bows. Large circles were cut 
from the cards so that changes could be made in the copy, 
and inserted readily. The space inside the wreaths was 
silvered and lettered in Old English in black illuminated 
with red. 

The messages were: "A Christmas Opportunity — Start 
some young friend on the way to success by giving a bank 
account," and "Let your Christmas gifts be profitable to 
the receiver — give a bank account." December 24 the 
copy was changed and the following were placed inside the 
circles : 

"The Buffalo Trust wishes you a 'Money' Christmas," 
and "Christmas money may bring sorrow if it's much 

316 



BANK WINDOW ADVERTISING 

TODAY and none TOMORROW. Deposit it without 
delay and Christmas joys will with you stay." 

The Liberty loan display for the third loan was a battle- 
ground in miniature. Armored tanks, camouflaged can- 
non, toy soldiers going over the top; staff headquarters, 
hospital tents, etc., made the scene very realistic. A 
background of horizon blue with aeroplanes, shells bursting 
and a ground treatment of barbed wire entanglements, 
also provided the local color. It would be difficult to 
describe this display in detail. It was carried out, how- 
ever, with toy soldiers about three inches high in khaki 
and the enemy in Prussian blue. The trenches and inter- 
communication trenches and dugouts interested even 
soldiers back from the front. 

There was also a budget window display. The cards 
at the back were white and lettered in black and orange. 
The figures were based upon an income of $1,200 to $1,500. 
The objects used for the various items of personal expense 
were as follows : Bank account deposits — a replica of the 
Buffalo Trust thrift pass book, enlarged several times; 
food — a small market basket containing green vegetables, 
grocery packages, a small advertising ham and some fruit 
brought this item home in vivid realism; shelter — a small 
toy house; clothing — illustrated by some miniature fashion 
models; operating expense — coal, a gas plate, electric light 
globe, toy telephone; insurance — a life insurance policy; 
amusements — a miniature billboard such as is used in 
front of the theaters with a kewpie in silk hat and dress 
suit standing nearby; gifts — a small pasteboard church, 
with a kewpie Red Cross nurse. 

There are some good bank advertisers in Cleveland, 
among them the Guardian Savings & Trust Company 
which is always strong in window displays. Lately it 

317 



BANK ADVERTISING EXPERIENCE 



has been co-operating with the Cleveland News and has 
a bulletin board in its window a la newspaper office. 
Another feature was the display of postcards received 
from local boys "Over There." 

That anti-skid savings ad. of the Superior, Cleveland 
(Fig. 166), is 0. K. I should say. Franklin Hawk, the 
author and finisher thereof, wrote me: 

'The annual Auto- 




SRVIN6S 
ACCOUNT 
PREVENTS 
SKIEOlNg 



mobile Show was held 
in Cleveland last week 
and I prepared a 
special auto window 
for the Superior Sav- 
ings & Trust Com- 
pany. The enclosed 
newspaper advertise- 
ment suggests how 
the main idea was 
carried out. The 
Recording Banks 
were wired together 
and the chains of 
banks were fastened 
around several large 
tires borrowed from 
a local agency. 
Appropriate cards were displayed. One was similar to 
the copy in the newspaper, and another read: 

" 'A SAVINGS ACCOUNT is to the Individual as an 
Extra Tire is to the Autoist. Are you prepared for Income 
Punctures and Blow-outs or will you be compelled to walk 
home or be towed by someone more thrifty?' " 

Other bank window display ideas which have come to 

318 



A Recording Bank 
Makes Saving Easy 

It prevent* your until change from 
•lipping away. 

The Superior 
Savings and Trust Co. 

Rockefeller. Building 
Corner W. Sixth and Superior 

Commercial 



Fig. 166 



BANK WINDOW ADVERTISING 

my notice recently include these: A Denver bank uses a 
14-inch hour glass filled with small shot, silver and iron 
pyrites instead of sand. Every twelve minutes an elec- 
trical device reverses the hour glass. One of the adver- 
tising placards reads: "When the sands of your life are 
run, will you have to worry about the welfare of those 
dependent upon you?" A Des Moines bank used a photo- 
graph of the Woolworth Building, New York, intimating 
that thrift built that $13,000,000 skyscraper, and that 
it was really a monument of thrift. The Guaranty Trust 
& Savings Bank, Los Angeles, showed in its window a 
pile of "spuds" with the placard "65 pounds of potatoes — 
$1 worth in normal times," while the card over another 
pile said, "32 pounds of potatoes — $1 worth now." The 
larger card in the center suggested: "A dollar buys less 
now than in normal peace times. Save your dollars now 
to buy more after peace is declared — $1 opens a savings 
account." 



319 



A Round-up of Good Ban 
Advertising Ideas 



321 



CHAPTER XIII. 

A ROUND-UP OF GOOD BANK ADVER- 
TISING IDEAS 

TONE walls do not a prison make, nor iron bars a 
cage," so marble, metal and machinery do not make 
a bank. There is certainly likewise a personnel and a 
personality, a human driving force that vitalizes the 
organization of the modern banking institution and makes 
the institution grow and prosper while it helps the growth 
and prosperity of those who deal with it. If your bank 
has a personality, an individuality, make it an advertising 
asset. 

Co-operation With Stockholders 

Tell your stockholders that they can enhance the value 
of their stock in your institution by getting their relatives, 
business associates or friends to open accounts or do other 
business at their bank. 

Billboard Advertising 

Western banks are more partial to billboard advertising 
than are banks in some other sections. That's a good one 
of the Peoples Trust & Savings Bank, of Perry, Iowa 
(Fig. 167). 

The Iowa Loan and Trust Company, Des Moines, has 
a billboard which is electrically lighted and is placed on 
the river front. The company considers it one of its best 

323 



BANK ADVERTISING EXPERIENCE 






r orernbst Financial Institution 




Fig. 167 

mediums of advertising. In my opinion, the bank can't 
complain of the position of its savings advertisement, 
surrounded by such evidences of the Iowan's simple life 
as milk, Uneeda Biscuit and Coco Cola, advertisements 
of which are found on adjoining boards. 




YOUR WIFE'S 

or DAUGHTER'S 

ALLOWANCE 



M 



ANY Providence 
women fip4 a 
checking account 
; the best method 
of handling their allow- 
other personal 
funds. They can make 
out and mail checks for 
their weekly or 
thly bills in less 
time than it would take 
to pay even one bill in 
person. 

The well-known safety and 
onvenience of paying by 
heck axe strong arguments 
or encouraging your wife or 
daughter to have a personal 
checking account here. Also, 
the handling of money tn this 
way familiarizes them with 



Rhode Island 

Hospital Trust 

Company 



Fig. 168 



Trust Company Directory 

For many years, the United States 
Mortgage & Trust Company, of New 
York, has issued a directory of trust 
companies and has gotten considerable 
good free publicity from press notices 
of it. Usually good results were 
obtained by sending out a separate 
press story for each state, featuring 
the statistics of growth of trust com- 
panies of that particular state. 

Banking for vv omen 

They say a large amount of domestic 
infelicity is due to lack of sufficient cash. 
One way out is suggested by the Rhode 
Island Hospital Trust Company, Provi- 
dence, in its advertisement, " Your Wife's 
or Daughter's Allowance" (Fig. 168). 

324 



GOOD 



B.ANK 



ADVERTISING 



IDEAS 



Bank Journal Advertising 

There was a time — not so very long ago either — when 
there wasn't much "sales talk" in the average bank 
advertisement in a banking journal, but times are chang- 
ing, as witness the advertisement of the Houston National 
Exchange Bank in one of the Southern bank journals. It 
reads: 

"Eliminate Expensive 
Transit Charges. 

"Our transit department is one of the most complete 
in the state. We have recently tripled the floor space 
occupied by this department, now employing twelve 
people therein. 

"We are in a strong position to render you the max- 
imum of prompt and economical service at a minimum 
cost because of the volume handled, the efficiency of our 
hundreds of direct connections, 
and experienced officers and 
employees. 




Fig. 169 



325 



BANK ADVERTISING EXPERIENCE 

"Our transit business increased 85 per cent in 1916. 
"Communicate with us today relative to handling your 
account on a profitable basis to you." 

Magazine Advertising 

A campaign of national advertising was recently 
launched by The National Shawmut Bank of Boston. 
One of the very attractive series is reproduced herewith 
(Fig. 169). It is taken from The Outlook. Other splendid 
magazine or financial journal ads. of banks are those of the 
Bank of Toronto and the Central National Bank of Oak- 
land, Cal. 

Employees Contest 

A Los Angeles institution offered twelve substantial 
prizes to employees obtaining the largest number of new 
accounts. The contest lasted fifty- three days and 890 
accounts were brought in, the initial deposits amounting 
to $231,000. The cost of getting each new account 
averaged only twenty-eight cents. 

Cultivating Present Depositors 

"Intensive cultivation" is not a purely agricultural 
term. Bankers are using it more and more in referring 
to the efforts they make to induce present customers to 
increase their balances and use additional facilities and 
departments of the bank. Quite a number of the larger 
institutions are installing the so-called "central file" 
system. In a word, this consists of a large card for each 
depositor or customer. On both sides of it there are 
blanks for figures and other information concerning the 
account. There is room on one card to give a summar- 
ized history of an account for several years, showing the 

326 



GOOD BANK ADVERTISING IDEAS 



average balances month by month; the interest paid, 
if any; the various departments of the institution used; 
the connection with other accounts; any special remarks, 
etc. These cards are kept right up to date, and, as fre- 
quently as possible, are consulted by an officer or by 



COMMERCIAL BULLETIN, THURSDAY, OCTOBER 11, 191V 



DEPOSITORS URGED TO 
BOY L IBERTY BONDS 

CQHPTSOLIEB 07 CTOEEBCT 
BUQGESfS CAHPAIGH. 



To Our Depositors 
and Customers 



IN order to facilitate subscriptions to the Liberty Loan, 
this Company stands ready to make loans to its patrons 
for use in the purchase of these bonds. 

In the judgment of this Company, it is necessary for 
everyone to subscribe not only to the extern of his sur- 
plus funds but also to use a generous portion of hit 
borrowing ability in anticipation of future savings. We 
are prepared to cooperate in this ratriotic service by 
extending liberal credit to our depositors and customers. 
Under present money market conditions, we will make 
such loans at 4%. 

Only a united front to the enemy and a united effort 
at home will win the victory we most achieve. The 
business of the hour is the winning of the war, and this 
Company offers its fullest possible cooperation in the 
task at hand. 

Guaranty Trust Company of New York 

140 Broadway 



Capital and Surplu 
Resources more ti 



Fig. 170 

someone in the 
Department of 
Publicity and 
New Business for 
the purpose of 
following them 
up by letter or 
personal inter- 
view in case the 
card shows at a 

glance that the account is not as mutually profitable as it 
might be. This is only a beginning of the intensive 
cultivation of present customers, but it is going at it in a 
thoroughly modern and efficient manner. 

Preferred Position 

Whether by chance or design, that was a remarkably 
suitable position enjoyed by the advertisement of the 

327 



BANK ADVERTISING EXPERIENCE 

Guaranty Trust Company of New York offering to lend 
customers money to buy Liberty bonds. In one news- 
paper at least (Fig. 170) it appeared right alongside of 
the news item from Washington saying that the Govern- 
ment was about to urge banks to do that very thing. 



Co-operation With Attorneys 

Some lawyers are more or less hostile to trust companies 
because they believe such institutions sometimes do work 
which they themselves might do. But I know of several 
large trust companies that are co-operating with lawyers. 
I am reproducing newspaper advertisements along that 
line (Fig. 171) used by the Fidelity Trust Company of 
Baltimore, the Dexter Horton Trust and Savings 

Bank of Seattle, 
and the Mercantile 
Trust Company of 




Convenient for Attorneys 

One reason why we number §o many 
lawyers and their clients among our depos- 
is because The FIDELITY is such a 
convenient place for them to transact bank- 
ing and trust business. 

The FIDELITY is only two blocks from 
the courthouse, containing all the local 
s, and the greater number of Baltimore 
lawyers have their offices in buildings with- 
in a very short radius of The FIDELITY 

Fidelity Trust 
Company 

Charles and Lexington Streets 



Fig. 171 



THE LAWYER 

AND THE 

TRUST COMPANY 



Considerable fiduciary business comes 
d the Dexter Horton Trust and Savings 
Sank through the recommendation of 
iwyers who have directed their clients 



lawyer sayg- 
"Trust companies have earned an 
honorable reputation as executors and 
trustees. They offer security of asset*, 
continuity of existence, experience, busi- 
ness management, readiness of access, 
opportunity of favorable investment and 
due consideration for beneficiaries." 

Dexter Horton Trust 
Savings Bank 

SEATTLE, WASH. 
Second at Cherry 

THE DEXTER HORTON NATIONAL BAJJK 
DEXTES HORTON TRUST AND SAVINGS BANK 

§21409,499.60. 



328 



GOOD BANK ADVERTISING IDEAS 

San Francisco. The last named company likewise issued 
a 24-page booklet entitled, "Advantages to the Attorney 
in Having Mercantile Trust Company of San Francisco 
Named as Executor, Administrator, Guardian or Trustee." 

A Road Sign 

The cashier of the First National Bank of Bay Shore, 
N. Y., Olin S. Brewster, wrote me: 

"We are planning to use three 4 x 6-foot road signs to 
advertise our bank. Reading The Burroughs Clearing 
House led me to believe that you might suggest the matter 
to be used. The most important one will appear about 
a half mile away on the main street over which much 
traffic passes. It is at the edge of a development from 
which we draw largely and can get more, consisting 
largely of commuters, or those having accounts out of 
town. The others will be between here and another small 
town where many small farmers pass. We thought of 
using the distance in miles to this bank on the far side, 
but are stuck for the other side. Can you help us on 
this?" 

Mr. Brewster adopted an idea which I outlined as 
follows: 

"For your signs I think a good idea would be to play 
up SAFETY FIRST like this— 

SAFETY 

at the 

FIRST 

National Bank 

Of Bay Shore, N. Y. 

inasmuch as there is so much traffic along the road where 

these signs are to appear, and safety is certainly the first 

329 



BANK ADVERTISING EXPERIENCE 



point to be considered in making a bank connection. 
The sign should be painted so that the first thing that 
strikes the eye is SAFETY FIRST, and a second glance 
will show the matter in smaller letters which ties up your 
bank with the idea 
conveyed by the 
first impression." 



Officers' Nameplates 

That fine, clear 
advertisement of 
the First Trust & 
Savings Bank head- 
ed "To Promote 
Our Better Ac- 
quaintance" (Fig. 
172) suggests one 
good advertising 
idea that can be used 
by every bank that 
has nameplates of 
officers and tellers 
at desk and window. 




Fig. 172 



The other advertisement is an 
effective illustration of the martial spirit in bank adver- 
tising. 

A. Calendar 

The Manufacturers and Traders National Bank of 
Buffalo got out a calendar that will bear mentioning. 
It contained an unusually artistic picture of the 
bank's classical building and no other advertising but 
the name of the institution. A calendar was sent to the 
presidents of most of the banks in the United States. 

330 



GOOD BANK ADVERTISING IDEAS 
"Translated Statements 

The First National Bank, of Napa, CaL, issued a "trans- 
lated" bank statement that dissipated the fog which settles 
down over the usual bank statement when the average 
person glances at it. Cashier E. L. Bickford, in sending 
it out, accompanied it with this letter: 

"If more banks would give complete publicity to their 
affairs, and more depositors would look intelligently into 
the condition of the bank with which they do business, 
there would be fewer bank failures. 

"This statement is made plain, so that it does not need 
an expert to understand it. Take time to look it over, and 
if there is anything you do not understand, and want to 
know about, ask us and we will be glad to explain it. Please 
notice : 

"1. The deposits are the largest ever shown in a 
published statement, by any bank in Napa County. 

"That shows the confidence of the public in the man- 
agement of the bank. 

"2. Cash reserve largely exceeds the legal requirements 
for national banks. 

"That shows that the bank has plenty of money for its 
depositors. 

"3. The statement looks to be, and is, a 'clean' one. 

"If you could get down deep beneath the surface, as 
the national bank examiners and our own auditing com- 
mittee do, you would find there are no doubtful assests of 
any kind in it. 

"With such a statement, we hope to have all of your busi- 
ness, with your friendly recommendation to others, and 
to merit it by our service." 

331 



BANK ADVERTISING EXPERIENCE 

In order to simplify its condensed statement for popular 
consumption the First National Bank of Bay Shore, N. Y., 
publishes its figures like this : 

WE OWN 
(Condensed) 

Loans and Discounts $ 84,524.30 

Bonds, Securities, etc 312,872.83 

Overdrafts 2.18 

Furniture and Fixtures 2,097.17 

Cash and Due from Banks 57,479.65 

Interest Due 3,861.72 

$460,837.85 
WE OWE 

Depositors $350,486.69 

National Bank Notes..... 24,600.00 

War Loan Account 6,959.11 

Reserved for Taxes 625.00 

$382,670.80 
THIS LEAVES— 

Capital $ 50,000.00 

Surplus and Profits 28,167.05 

$ 78,167.05 
Which is a Guarantee Fund for the protection of our 

Depositors. 

Below is an analyzed condensed statement of the Bank 

of New Richmond, New Richmond, Wis., as of June 20, 

1917, which is a good model: 

On the above date this bank owned conserva- 
tively-made notes and mortgages amount- 
ing to $428,324.26 

332 



GOOD BANK ADVERTISING IDEAS 

It had high class Bonds, School District 
Orders, etc., to the amount of 5,655.64 

Its Banking House, Furniture, Fixtures and 
Safe Deposit Boxes, etc., for the convenience 
and benefit of its patrons, were carried at a 
portion of cost 3,625.45 

It had money in its vaults and balances to its 
credit with other banks _ _ 76,442.76 

Total Assets $514,048.11 

It had Deposits in Savings Accounts, Certifi- 
cates of Deposit, Cashier's Checks and 
Checking Accounts to the amount of $463,817.28 

Its six stockholders, holding 350 shares of $100 
each had invested in the business including 
capital $35,000, surplus $15,000 and earned 
profits $230.83, a total of 50,230.83 

This amount of $50,230.83 and additional $35,- 
000 — (Each stockholder being individually 
legally liable to the creditors of the bank to 
the amount of his stock in addition to the 
amount invested in said stock) making a 

total of $85,230.83 

This amount of $85,230.83 safeguarded by 
strong and conservative management pro- 
tects all deposits in the Bank of New Rich- 
mond. 

Resources, June 20, 1916, $443,012.16; June 
20, 1917___ ___. $514,048.11 

Community Trusts 

The trust company in any city which is the pioneer in 
getting a "Community Trust" or "Foundation" started 

333 



BANK ADVERTISING EXPERIENCE 



is likely to get considerable benefit from the plan as the 
years roll by and the aggregate of trust funds increases. 
To F. H. Goff, president of the Cleveland Trust Company, 
is due the credit for starting this idea which, briefly stated, 
is the establishment and maintenance of a fund for the 
economical and intelligent handling of bequests for charit- 
able and other purposes for the benefit of the public. Here- 
with (Fig. 173) is reproduced one of a series of "Founda- 
tion" advertisements used by the Rhode Island Hospital 
Trust Company, of Providence. This company has 
issued an interesting booklet describing the Foundation. 
Other similar funds, and the trust companies caring for 
them, include : 

Cleveland: The 
Cleveland Founda- 
tion, the Cleveland 
Trust Company; 
Chicago: The Cit- 
izens Community 
Trust, Harris Trust 
& Savings Bank; 
Spokane : The Spo- 
kane Foundation, 
Union Trust & Sav- 
ings Bank; Mil- 
waukee: Milwaukee 
Foundation, Wiscon- 
sin Trust Company; 
Los Angeles: Los 
Angeles Community 
Foundation, Security 
Trust & Savings 
Bank; St. Louis: St. 




The Rhode Island Foundation 
—Its Principal Purposes 

T/irrW« The F0UNDATI0N wil1 ^ of 

1 I 111 He great service to those who desire to 
bequeath or to give during their lifetime money or prop- 
erty to charitable objects, but who are in doubt either 
as to the permenancy or as to the future needs of the 
institutions they desire to assist. It provides a safe 
method for wisely modifying the dispensing of gifts to 
suit changing social and economic conditions. Persons 
expecting to contribute to charity should know all 
about this community trust. 

An explanatory booklet 
will be sent upon request 

Rhode Island 
Hospital Trust Company 

PROVIDENCE, R. I. 



Fig. 173 



334 



GOOD BANK ADVERTISING IDEAS 



Louis Community Trust, St. Louis Union Trust Company; 
Attleboro, Mass.: The Attleboro Foundation, the Attle- 
boro Trust Company; Detroit, Mich.: the Detroit Trust 
Company; Boston, Mass.: The Permanent Charity Fund, 
The Boston Safe Deposit and Trust Company. 

Advertising to Bankers 

It is a little unusual for trust companies to advertise to 
bankers, but here's how a certain large trust company 
addressed itself, in a newspaper advertisement, to the 
bankers of its community: 

"TO THE BANKER" 

"There's no man in the community upon whom greater 
responsibilities rest. 

"Your judgment controls the very life of commercial 
and industrial activity. 

"Your interests link or ramify with the community's 
greatest enterprises. 

"Is it wise, then, that you, who have played such an 
important part in this community's upbuilding, should 
leave no record of your wishes relative to the disposition 
of your estate? 

"At your request we shall be very glad to send you our 
two booklets on will-making." 

A New York trust company desiring to get the residence 
addresses of directors of a list of about a thousand banks 
in the larger cities of the country, asked banks in those 
cities to send it copies of the local telephone directory. 
This also provided the company with valuable mailing 
lists for other purposes not competitive with the business 
of the local banks. New York institutions, as a rule, 

335 



BANK ADVERTISING EXPERIENCE 

strive for the New York accounts of banks in other cities 
and leave the local deposit business to the local banks. 
Many out-of-town banks have accounts in several dif- 
ferent New York banks and trust companies, thus getting 
the widest possible range of service. 

A First-of-tke-Montk Ad. 

The Bank of Antwerp ad. (Fig. 174) I wrote mysejf 
several years ago, and it has been used by quite a number 
of banks around the first of a month. It was written from 
the heart, at that, and I imagine it strikes a responsive 
chord in many a breast oppressed by the ever increasing 
H. C. of L. 



A Trust Company Talking Point 

"Prevent Family Friction" is the rather unusual*heading 
used by the Mercantile Trust & Deposit Company, of 
Baltimore, in an 
advertisement calling 
attention to the 
superiority of the 
trust company as 
executor and trustee 
as compared with an 
individual acting in 
the same capacity. 
The point of the 
advertisement is that 
in large families petty 
jealousies and mis- 
understandings, no 
less than ignorance 
of business methods 



Bills! Bills! Bills! 



Life seems to be just one bill after another to 
most people in these times. But you're not pilot- 
ing your financial bask right if you allow it to be 
swamped by bills. Steer clear of that danger by 
not running so many of them, and by putting 
something into an interest account every month 
at the,. 



BANK OF ANTWERP 



Fig. 174 



336 



GOOD BANK ADVERTISING IDEAS 

by some members, often cause much embarrassment 
to the relative who is named executor and trustee. 

Souvenirs ror Delegates 

If there was a delegate at the Atlantic City convention 
of the American Bankers Association in September, 1917, 
who didn't have a cane or a parasol, when he promenaded 
the Boardwalk it wasn't the fault of the Irving National 
Bank, which gave away 2,000 and 1,000, respectively, of 
those useful articles. The Irving's name did not appear 
on the gifts but every man or woman who received one 
knew where it came from, all right, and as the delegates 
scattered to different parts of the country they took with 
them the silent but effective reminder of the New York 
bank. As a rule, I'm not so strong for souvenir advertis- 
ing, but in the case of the Irving this generous distribution 
was both complimentary and complementary. That is, 
what this bank spends for souvenirs is only a small part of 
its total advertising appropriation. It spends a liberal 
amount for magazine and newspaper advertising and 
issues many books and booklets. One of its best, Trading 
with Latin America, is a 183-page book which contains a 
mass of very valuable and conveniently arranged infor- 
mation of timely interest to American business men. 

Statement Folders 

Banks are coming to realize that the printed or engraved 
statement folder issued when the call is made by the bank 
authorities can be made a more effective piece of advertis- 
ing by improving its appearance typographically. Among 
eastern banks which issue artistic statement folders — for 

337 



BANK ADVERTISING EXPERIENCE 

this reason worthy of study by bank advertisers — are the 
Mellon National Bank and the Union Trust Company, 
Pittsburgh; and the Metropolitan Trust Company, the 
Bankers Trust Company, the Guaranty Trust Company 
and the Irving National Bank, of New York. It would 
pay you to send for them. 

Moving Picture Advertising 

Moving picture advertising is being used more and 
more by banks, but none of them to the extent that the 
Bankers Trust Company used it to advertise the "A. B. 
A." Cheques. The company has put out a two-reel 
picture entitled "All Aboard the Magic Carpet," seen by 
several millions of people, and more recently a new photo- 
play, "The Talisman." The display of these films is 
arranged for by local banks selling the "A. B. A." 
Cheques, and the theater managers have the use of 
them free. 

Advertising "Schemes 

Of the making of bank advertising schemes there is no end , 
though sometimes there is an end to the schemes. The 
usefulness of many of them is short-lived. I know one 
moderate-sized bank which in the space of a few weeks 
signed contracts for advertisements on a wall telephone 
directory, a firemen's program, a baggage tag, a thermom- 
eter, and pay envelopes. I guess the only reason the bank 
is not using space on the grocer's paper sacks, the laundry- 
man's shirt cardboards and the milkman's bottlestoppers, 
is because nobody has yet come around with such a scheme. 
I don't mean to say that none of these things is any good, 
but I do think that this bank is spreading out its advertis- 
ing appropriation too thinly. It is better to concentrate 

338 



GOOD BANK ADVERTISING IDEAS 

on the two or three old standbys of bank advertising — the 
newspaper, the street cars, and the direct-by-mail cam- 
paigns. The other plans are only supplementary and 
complementary to these. 

Children's Savings Accounts 

Dave S. Matthews, advertising manager of the 
Farmers and Merchants Bank, of Stockton, Cal., wrote: 

"We know of no feature of bank advertising in which the 
human interest element is more pronounced than the 
appeal to children and young people to save their money. 
Both newly married couples and proud parents of newly- 
born children we have found ideal prospects for our sav- 
ings department. 

"Our new business department obtains from the county 
recorder each week the names of newly married couples to 
whom we address letters of congratulation, calling their 
attention to the importance of starting a savings account 
at once. Often a blushing bride informs the savings teller 
that she received a letter from the bank. Some say it was 
very nice of the bank to congratulate them and conse- 
quently they desire to open an account. 

"We offer to start a child's savings account with a 
deposit of one dollar to remain in the bank until the child 
is of age. We also tell the mother that by calling at the 
savings window with the letter she can have, with our 
compliments, an attractive baby book. The names of 
the parents are obtained each week from the health officer. 

"We have obtained a list giving the names of children, 
their birthdays and the names and addresses of their 
parents. We plan to write the children birthday congratu- 
lations, and suggest that should their parents consult them 
as to their wishes for a birthday remembrance, they ask for a 

339 



BANK ADVERTISING EXPERIENCE 

savings account and one of our home safes. We likewise 
tell them that if they will present the letter at the 
savings window we shall be pleased to give them tickets 
to a local theater as a birthday remembrance from 
this bank." 

House Organs 

Many of the larger banks issue "interior" house organs 
designed to give information and helpful suggestions to all 
members of their organization, and, by indirection, to 
advertise the bank to the outside world also. One good 
one of this type is the Old Colony News Letter, Old Colony 
Trust Company, Boston. Another is the Mettco Meteor, 
Metropolitan Trust Company, New York. It would do 
you good to get sample copies of these publications. The 
Edwardsville National Bank, Edwardsville, 111., sent me 
a copy of Thrift, a house organ which to the initiated, 
bears the earmarks of a syndicate magazine, but it is a 
good one and I believe thoroughly in the syndicate 
advertising idea for rural banks. 

Christmas Advertising 

"Peace on earth, good will toward men." It seemed 
almost like mockery to use these words of Christmas cheer 
when millions of men were arrayed against one another in 
deadly strife. 

But Christmas cheer can have its old time place again, 
and the logical thing for the advertising banker, therefore, 
is to be prepared to get some of the prevailing holiday 
spirit into his copy at that time. Santa Claus, Christmas 
trees, holly and mistletoe — all have a part in the scheme 
of illustration, while savings accounts for children, the 

340 



GOOD BANK ADVERTISING IDEAS 

"gift of thrift/' Christmas savings clubs and New Year 
resolutions are suitable subjects to be dwelt upon in bank 
advertisements. 

Advertising in Sunday Newspapers 

The Bankers Trust Company, of New York, has been a 
pioneer in a good many financial advertising ideas. Two 
of its latest are worthy of special mention. On Sunday, 
January 27, 1918, the company inserted a good-sized 
advertisement of its trust department in the New York 
Sunday newspapers. It was prefaced with this note: 

'The Sunday newspaper seems to be a peculiarly 
appropriate medium for conveying this message to busy 
men and women. Free from the business cares of the 
week, in your own home circle, you now have the mental 
leisure and opportunity to consider a matter of vital 
interest to you and your heirs." 

The text of the advertisement had to do with making a 
will, and referred to a booklet entitled "The First Step," 
which contains questions and blanks for the data to give 
to an attorney to enable him to draw up a will. This has 
the same psychological value as a coupon in an advertise- 
ment, making it easy for the reader to take the action 
suggested. The advertisement pulled a large number of 
inquiries for the new business department to work on. 

Getting m Toucn Witk Visitors 

"Right on the job," is the only way to describe a certain 
Los Angeles trust company in connection with its efforts 
to get into early touch with prospective visitors to South- 
ern California. It gets names and addresses from travel 

341 



BANK ADVERTISING EXPERIENCE 

bureaus, hotels, real estate dealers, etc., and writes a letter 
offering to help the visitor in any way possible, and asking 
the newcomer to make the trust company his financial 
headquarters while in that part of the country. 

Savings Bank Advertising 

The saving banks in New York City do very little 
advertising, the biggest ones absolutely none except the 
formal announcement of their dividend rate. They are 
mutual institutions and the answer to every advertising 
proposition put up to them is that they have no right 
to use present depositors' money in advertising to get 
new depositors. It must be admitted that they get a 
good many depositors without advertising. It must be 
conceded also that to advertise in the New York news- 
papers would be pretty expensive when it is taken into 
consideration that a good deal of the circulation paid 
for would be waste circulation because so many readers 
are located where it would not be convenient for them to 
deposit in the particular bank which might be advertising. 

There are other banks nearer them which are just 
as safe and satisfactory. However, some of the newer 
and smaller savings banks in New York City advertise in 
various ways even if they do not use the newspapers. 
The Maiden Lane Savings Bank, located at Broadway 
and Maiden Lane, even used the ' 'sandwich man" method, 
sending up and down among the enormous lunch-hour 
crowds in the skyscraper region of lower Broadway a man 
bearing placards advertising the Christmas Savings Club. 
Perhaps there was special advertising value in this from 
the subtle suggestion that might form itself in the observ- 

342 



GOOD BANK ADVERTISING IDEAS 

er's mind something like this : Save now and when you 
get old you won't be reduced to the necessity of earning 
your living in such a humble and arduous way as this. 

Household Economy 

The family expense account, properly handled, can be 
made one of America's most formidable weapons against 
the high cost of living. But thorough education in the 
use of the weapon is essential. 

Working on this principle, which emphasizes the pro- 
found importance of economy in little things, the 
Savings Bank of Utica, Utica, N. Y., during the war 
gave a timely turn to its advertising by making a new 
use of a household expense record, similar to those 
which have been issued by other banks. 

"What Can a Woman Do?" asked the bank's newspaper 
advertisement. And it answered: 

"We face a national crisis. The war will be won not 
so much by blood and iron as by food, clothing and money. 

"The home — your home and mine — is the place where 
the war will be decided. In-so-far as we practice thrift 
and economy in buying and using, just so much will be 
contributed to the great cause — the protection of our 
right to live and let live." 

The two paragraphs serve as an introduction for the 
reproduction of a household record sheet suitable for one 
month's use for the listing of receipts each day in the 
month and the entrance of expenditures against them 
every day, itemized as to food, rent, clothing, fuel, light, 
water, ice, insurance, physician's fees, medicine, car fare. 
recreation, gifts, miscellaneous and savings. Opposite 

343 



BANK ADVERTISING EXPERIENCE 

the record sheet is a schedule of apportioned expenses, 
allowing 30 per cent for food, 25 per cent for the house, 
13 per cent for clothing, 12 per cent for housekeeping, 6 
per cent for education, amusement, etc., 4 per cent fpr 
luxuries and 10 per cent for savings. House expenses 
include rent, car fare, property tax, fire insurance and 
repairs. 

A thousand of the record sheets were printed for distri- 
bution and the housewives of Utica were urged to call at 
the bank and try the plan for one month. 

The supply of sheets was exhausted in a very short time 
and the advertisement, intended to be supplementary to a 
campaign for developing savings accounts among house- 
wives, served its purpose well. The advertisement was 
effective because it interested the women in a definite 
method of saving, reaching more households than would 
have been possible by distribution of the bank's limited 
supply of booklets entitled, "A Household Expense Rec- 
ord," from which the reproduced sheets were taken. 

In the forty-page booklet, the aim of which was to teach 
systematic saving, were instructions for buying and prepar- 
ing practically everything that goes on the average dinner 
table, and helpful hints for the economical operation of 
every department of the business of housekeeping, from 
the rearing of children to the removal of stains from 
clothing. 

Tke Banks Building 

An officer of a bank which has recently moved into new 
quarters wrote: 

'The advertising value of a new building or improved 
quarters is, in my opinion, very high. People like beauty, 

344 



GOOD 



BANK ADVERTISING IDEAS 



and an imposing banking room appeals to most for the 
reason that a bank is supposed to represent the accumu- 
lated wealth of its community. Cheap equipment indi- 
cates a poor or cheap bank in the eyes of many." 

How two different banks — the Chapin National Bank, 
of Springfield, Mass., and the Guaranty Trust Company of 
New York — invited the public to inspect new quarters is 




THIS company announces the 
extension of.its service through 
the establishment of an office at 
Madison Avenue and Sixtieth Street. 

You are cordially invited to inspect, 
these new quarters. 

Guaranty Trust Company 
of New York 

140 Broadway 

FIFTH AVE. OFFICe LONDON OFFICE 

Fifth Ave. 4 43rd Si 32 Lombard Su E. C 

AVE.OFFICE PARIS OFFICE 




When we move into our 
new building 



Notwithstanding the g 

ary quarters, our friends 

we appreciate their c 

At an early date we expect to welcome the people of 

Springfield in our fine new home, where everything will be 

convenient and comfortable. 

That will be a great day for us, marking as it will, the sue* 

cessful consummation of the plans and efforts of many. years. 

For our customers, it will mean the beginning of broader 

and better service in all their banking matters. It will also 

typify the progress and prosperity c' 



CHAPIN 

NATIONAL BANK 

Main and Lyman Streets— near thi Arch 



: been surprisingly patient, and 



Fig. 175 



shown ly the two advertisements reproduced (Fig. 175). 
They are good. 

I know of many small-town banks that offer the free 
use of their board rooms as meeting places for town, 
school or church committees, or for any such semi-public 
use. 

I have seen several rural banks that have a bulletin 

345 



BANK ADVERTISING EXPERIENCE 



i"i-r 



a 



board in their lobby, which is used as a farmer's exchange. 
That is, free notices are posted of farms, live stock, seed, 
farm machinery, etc., for sale or exchange. In the bank's 
advertising, farmers are invited to make the bank their 

headquarters while in 
town, using it as a 
place for business 
appointments or as a 
waiting room for the 
family while the farm- 
er visits the store, 
the mill or the grain 
elevator. 

The advertisement 
of the Mercantile 
Trust Company of 
San Francisco (Fig. 
176) is perfectly bal- 
anced typographi- 
cally and is a little 
unusual by virtue of 
the fact that it shows 
an interior rather 
than an exterior view 
of the building. 



Will you disregard one 
of your highest duties? 

DOUBTLESS you are now meeting fully the 
responsibilities you assumed in establishing 
a family. But have you provided for every 
contingency, so that the support of your wife and 
children will be assured? 

You can provide for your heirs by carefully plan- 
ning your will, having it prepared by a competent 
attorney, and by appointing Mercantile Trust 
Company of San Francisco as executor and 
trustee. 

Our officers will be glad to talk 
over with you this important matter. 

Mercantile Trust Company 
of San Francisco 

464 CALIFORNIA STREET 



176 



Local History 

Because of the age 
of the institution and Baltimore's interesting history, it 
was quite a logical thing for the National Union Bank 
of Maryland to choose an historical background for its 
newspaper advertising campaign. (Fig. 177.) Noteworthy 
features are Baltimore's famous Washington's monument 

346 



GOOD 



BANK 



ADVERTISING 



IDEAS 



adopted as an 
emblem, and the 
slogan, "In the 
National Union 
There is Strength." 
That is an inter- 




Every American has made 
a new declaration 



EVERY loyal American has reaffirmed his al- 
legiance to the United States and has declared 
that "the world must be made safe for democracy " 
Every American intends to buy Liberty Bonds to 
his fullest limit and then to buy more. 
The National Union Bank (founded in the firBt 
term of Jefferson, third President of the United 
States and Author of the Declaration of Indepen- 
dence I stands ready to buy Liberty Bonds and to 
assist the citizens of Baltimore in buying them 




Who can remember 
its beginning? 

WHO can remember the laying of the 
corner stone of the Washington Monu- 
ment in Baltimore, July 4. 1815? Yet at that 
time the National Union Bank had been in 
existence eleven years. From the bank's es- 
tablishment in 1804 until now it has continuous- 
ly and faithfully served the people of this City 
and State In the National Union there is 
strength. 



NATIONAL 

UNION 
BANK 

01 Maryland 



Fig. 177 



NATIONAL 

UNION 
BANK 

Of Maryland 




When Baltimore was 
seven years old 

THE city of Baltimore was incorporated in 
1797. It was therefore only seven years 
■old when the Union Bank of Maryland was 
organized and chartered in 1804. 
Baltimore has known us since infancy and we 
can remember when the city was a mere 
child. We are still carrying out our original 
purpose of supplying safe, convenient banking 
service to Baltimore. 

NATIONAL A 

UNION I 

BANK Jj 

01 Maryland J3%L 

In ikt Notional Union thtri It slrmflh 



esting series of adver- 
tisements published 
by the First National 
Bank, of Portland, 
Ore. (Figs. 178. 179, 
180). The bank ad. historical is not a new thing, but 
these Portland advertisements] are worked | out better 
than any similar ones that I have seen in a long time. 

347 




They knew the 
Father ot his Country 

THE founders of the Union Bank of Mary- 
land were contemporaries of George 
Washington, First President of these United 
States. In fact the bank was organized only 
five years after the passing of Washington. 
Its history therefore covers almost the span of 
the Nation's history It still stands on guard 
over the banking business of thousands of 
Baltimore citizens t 



NATIONAL A 

UNION 
BANK 

01 Maryland* 






BANK ADVERTISING EXPERIENCE 










Interesting exam- 
ples are those of the 
Peoples, Pittsburgh, 
and the Northwest- 
ern, Minneapolis 
(Fig. 181). There 
were eight in the 
latter series and they 
were reprinted and 
given out by the 
bank as "Souvenirs 
of Old Minneapolis." 

That's a singularly 
appealing series (Fig. 
182) of the Phila- 
delphia Trust Com- 
pany, combining 
artistic appearance 
with forcefulness of 
expression. The illustrations of ''Outward Bound' 



Portland's First Wheat 
Exported in 1858 

FROM the 22nd day of July; 
1868,. when a Summer 
Chinook caught the sails of the "Whistler" and bore this first cargo of 
wheat to Australia, Portland rapidly became a great grain exporting port. AsoJr 
harbor and shipping facilities improved, we continued to forge ahead until, in 
rX>7-l'\>S. Portland held the American export record with approximately 16,000,000 

Three years before this cargo of wheat left the Columbia River, the First Na- 
tional Bank was organized— the oldest Xational Bank on the Pacific Coast. Into 
the history of the grain industry, and 
the spread of agricultural wealth in 
the Jsorthwest, is written the history 
of this bank. Today, as then, the 
' ■ ■ ■ c •■:: -.::-.■_■ r -■■;- 
vidual witji us brings mutual pride. 
The services of ihis modern bank are 
at your disposal 



6&FlR3T 




First for three Generations 



Fig. 178 



and 



"Management of Property" are especially attractive, 
while "On the Farm" and "Field Service" reflect the 
influence of the war. 



Booklets 

Booklets are an important, if not an indispensable part 
of a bank's advertising equipment. If you cannot afford 
separate booklets on the various phases of your business, 
such as savings, certificates, safe deposit, trust, etc., you 
can at least publish one booklet catalog of all the services 
you render the public. 

The New York banking institutions are very strong for the 
plan of issuing helpful booklets dealing with new laws or some 

348 



GOOD BANK ADVERTISING IDEAS 




lAVID MONNASTES was the 

father of the machine and steel 

"industry in the Northwest. His 

forge was a cradle for many other 

early industries. 

Today Oregon's big steel and machine plants hum with activity, 
Giant ships are being propelled with Portland -built equipment. 
Men with vision have conquered a great opportunity. 
For over fifty years the financial strength of the First National 
has surmounted every vital situation. We have placted our facili- 
ties at the disposal of the Government in distributing the new 3 J / 2 7o 
war loan. Although the term9 are not yet officially announced, we 
are ready to receive subscriptions, which we will handle without 
expense to the investor. 
To the business man, this bank 
offers many phases of service, 
valuable in constructive de- 
velopment and in sound fin- 
ancing. 



other current matter 
of interest to the busi- 
ness public. They do 
more of this than they 
do in the way of book- 
lets directly advertis- 
ing their functions. 
In other words, they 
advertise by indi- 
rection. Typical of 
this is the pamphlet 
issued by the Me- 
chanics & Metal s Nat- 
ional Bank on the 
"Proposed Amend- 
ments to the Federal 
Reserve Act," and 
' 'Steps to Victory," 
another is a booklet 
on "The Excess Profits Tax Law" by the National 
Bank of Commerce in New York. 

Speaking of the last named institution — the second 
largest national bank in the country — it is going to be 
very interesting to watch its unfolding as an advertiser. 
Under the direction of Vice-President Guy Emerson, it 
is gradually building up a Department of Publicity and 
New Business, laying the foundations carefully and pre- 
paring to take advantage of the strong points of "The 
Commerce" which to some extent had been hiding its light 
under a bushel by doing practically no advertising whatever. 

A booklet called "Thrift Budget," issued by the Uni- 
versal Savings Bank, New York, contained these good 
points concerning the value of a savings account; 

349 




Fig. 179 




Helping to Clothe 
the World 



rool clip 



'TWENTY million pounds is the estimate of Oregon': 
-*• this year. Its value will approximate $8,500,000. 
Much of this great fleece will leave the state as fabrics, blankets 
and clothing. Ever}' loom in Oregon is going at top speed to meet 
the demands of the United States and our allies. 
Since 1856 and 1862, when the first woolen mills were established 
at Salem and Oregon City, it has been one of Oregon's important 
industries. H. W. Corbett, one of the early merchants and for many 
years president of this bank, helped to exploit Oregon woolens and 
home industry. 

The First National has long 
been identified with men and 
concerns who developed the 
industries of the Northwest 



BANK ADVERTISING EXPERIENCE 

1. A Place to put 
a dollar or two ak a 
time to accumulate. 
In the pocket it 
doesn't. It is spent, 
lost or stolen. 

2. A Place where 
it is safe to keep it. 
In the home it is 
liable to loss by care- 
lessness, theft or fire. 

3. A Place where 
your money is safe 
from fire, burglary, 
destruction, and you 
pay for no policies of 
insurance against 
loss. 

4. A Place where 
you can keep it con- 
veniently and yet not too conveniently, and pay no rent 
for the keeping and safeguarding as in a deposit vault. 

5. A Place where you can invest every dollar as fast as 
you want to, and do not have to buy in $100 stocks or 
$1,000 bonds. 

6. A Place where you invest or withdraw your funds 
and pay no brokerage to buy and none to sell. 

7. A Place where $5 and upward earns interest at a rate 
double that which is usually allowed in National Banks or 
Trust Companies upon amounts of $1,000 and over. 

8. A Place that furnishes you with book and ledger 
records of your transactions and does not charge $1.50 to 




Fig. 180 



350 



GOOD BANK ADVERTISING IDEAS 



$2.50 per month to keep your account, if the balance is 
less than $300. 

9. A Place where the Banking Department of New 
York State supervises and controls, and its expert audi- 
tors, accountants, and executives are safeguarding the 
bank for you, for your money and for your peace of mind. 

'The Progress of Liberty" is the title of a handsome 
booklet issued by the Liberty National Bank, New York, 
being reprints of articles and advertisements indicating 
the growth of the bank. It contains a table showing an 
increase in deposits from $266,106.77, December 2, 1891, 
to $76,603,431.60, March 5, 1917. This bank in 1916 
earned 80.6 per cent on a capital of $1,000,000, said to be 
a better record of earnings than that of any other national 
bank up to that time. 




I9lj£?fij§ 


?Silt f 






3SfPc"r' 


fas 


•sj^i^***'.. 


/J[ 



jymrxeo polis yfrr/va/s in 1867 



> Vjj| OUR DESTINATION AT LAST I It is the 
W3 Mil ^ ear *^' ant * y° u nave come all the way from 

K~^* Ohio, perhaps, puffing in behind this wonderful 
locomotive, in a great cloud of smoke made by 
its roaring wood fire. 

This was the birthycar of Minneapolis, and an era of much 
railroad building. The first mayor, indeed, Mr. Dorilus 
Morrison, was an important factor in the construction of the 
Northern Pacific, the pioneer section of which was com- 
pleted in 1872. 

In this same year, 1872, Mr. Morrison was made the first 
president of a national bank then being organized— a bat)k 
small enough in those early days, but an institution whose 
deposits have now, in 1917, reached the fifty-million dollar 



Ttil NORTHWESTERN NATIONAL BANK 



Time is the acid test 
for nearly everything 

Half a century has proved that 
the fundamental policy upon 
which this institution operates 
is a sound policy. 

Briefly, that policy Is: The way 1 
self Is to help the people wlio 





Fist, isi 



BANK ADVERTISING EXPERIENCE 




OUTWARD BOUND 

IN early days, the prudent Philadelphian 
made his will and turned over his property 
to a trustworthy Agent before undertaking a 

sea voyage. 

The traveler of today may avoid trouble and 

inconvenience while absent by appointing this 

company as Agent for the collection of income 

and management of his financial affairs. 



Philadelphia Trust Company 




Philadelphia Trust Company 

415 Chestnut Street 1415 Chestnut Street 

Philadelphia 




p'-r-<-,r M |lv managing his property, collecting rents, finding 
tenants, and supervising repairs and improvements. 
The busy American of to-day may relieve himself of these cares 
and worries by appoinSing this company as agent to act for him 



Philadelphia Trust Company 

415 Chestnut Street 1415 Chestnut Street 

Philadelphia 




FltLD SERVICE 

SCTIVE duty in the held makes it difficult for the s 
L properly attend to the details connected with the 
ment of his personal affairs, 
lose thus situated may relieve themselves of business 
I this company as agent to represent them whik 



Philadelphia Trust Company 



Fig. 185 



"Fifth Avenue Events" and "Fifth Avenue" are the 
titles of two interesting illustrated booklets issued by The 
Fifth Avenue Bank, of New York, which has been situated 
on that famous thoroughfare for more than forty years. 

The Irving National Bank has adopted a novel booklet 
idea in issuing a series of monthly pamphlets with a date 
line on the cover, simulating that of a periodical. Two 
of them were: "War-Time Finances" and "The Trade 
Acceptance Nationally Launched" by Lewis E. Pierson, 
chairman of the board of the bank. 



352 



GOOD 



BANK 



ADVERTISING 



IDEAS 



"What Every Fore- 
sighted Business Man 
Should Know" is the 
title of a complete 
questionnaire in 
booklet form, giving 
information concern- 
ing the trust func- 
tions and banking 
services of the 
Columbia Trust Com- 
pany, one of the pio- 
neers in modern 
financial advertising 
in the metropolis. 

New York City 
banks, however, have 
no corner on the 
helpful book idea. 
There are others— 
the Denver National 
Bank, for instance. 
It issues an illustrat- 
ed bulletin on the 



Concise 

Business Information! 

If you are a property owner or a business man, *? 
you will want these booklets: 



YOUR TAXES: A convenient synopsis of city, 
county, state and federal taxes. Gives tax dates 
and (where possible) the rate of the tax. 

PUBLIC ACCOUNTING: A plain statement of how 
the manufacturer, banker and merchant each 
benefits by using the services of expert public 
accountants. 

THE IMPORTANCE OF MAKING A WILL: A duty 
you cannot afford to neglect. Some of the com- 
mon objections and the answers thereto. 

DESCENT AND DISTRIBUTION OF PROPERTY 
OF INTESTATES: A concise summary of the 
Michigan laws controlling inheritance when there 
is no will. Every property owner should have 
a copy of this book. 

A NEW PUBLIC SERVICE: Of interest to officers 
and members of clubs, organized charities, and 
other organizations not conducted for profit, A 
new and business-like method of handling club 
finances. 

There is no. charge for any of the above booklets. 
Qheck those you wish to have, and send us your name 
Ej and address. 



Detroit 

Trust 

Company 

CORNER FORT AND SHILBV ST». 
OPPOSITE POSTOFFICE 

DETROIT. MICHIGAN 




Pig. L83 



agricultural, industrial and mining conditions in Colo- 
rado, Wyoming and New Mexico which is very interesting. 
"Average Daily Balances, the Story of a Bank Account" 
is a booklet prepared and published by the Central Bank 
& Trust Corporation of Atlanta, Ga. It illustrates by 
diagrams the methods of calculating the average daily 
balance of an account. The special occasion for the 
booklet was the fact that the banks composing the Atlanta 



353 



BANK ADVERTISING EXPERIEN 



I 



)1 
f 

it 



Clearing House Association some time ago decide 
impose a small fee for handling checking accounts av€ 
ing less than fifty dollars. 

The Detroit Trust Company said : 

"You may perhaps be interested in the ad P' ( 
tisement 'Concise Business Information' as it has prodif 01 
a very large number of replies." 

I am glad to reproduce bank advertisem 
which have produced results because it helps o 
bank advertisers. So study this Detroit advertisen 
(Fig. 183) well. 

A Denver bank, to every person starting a sav 
account, gives a booklet entitled, "Patriots of Liber 
containing short sketches of noted Americans who 
their start by saving. 

"Sixty Years of Sound Finance" is the appropriated 
of a booklet issued by the Merchants Loan and Til 
Company of Chicago. It describes Chicago's early d^ 
and is commemorative of the institution's sixtieth ai 
versary. The booklet is very attractively printed v 
type fitted around variously shaped cuts of drawif c 
showing old Chicago scenes and interior views of 
present home of the bank. 

A number of specimens of its advertising matter hJP 
been sent to me by the Albany, N. Y., City Savings ljn|p 
tution, especially having to do with banking by m 
One of the best features is a vest pocket-size booklet 
introduction blanks reading as follows: "This will int 

duce Mr who desires to become one of your patro 

and whose signature is below. Yours very truly." 

In all the years I have been commenting upon bar 
advertising it has been a periodic pleasure to praise tf 

354 



X 

!( 

p. 
pi 
ii 

til 

jc; 
ak 
th 



S 



DOD BANK ADVERTISING IDEAS 



( *blicity of the Cleveland Trust Company. One of their 

3 est is a handsomely printed booklet of "Bank Forms," 
itaining clear illustrations and a concise explanation 
the reasons for and uses of the forms most commonly 

jployed in good banking. Other good booklets are 
lortening Sail/' a savings message addressed to possible 
>ositors of the Lake Marine Savings Department of 
company; "Ready," a leaflet showing people how to 
prepared to pay their insurance premiums; and "Silver 
ety," an advertisement for safe deposit storage service. 
in unusually effective booklet appealing to women has 
n issued by The Peoples Trust and Savings Bank of 

J<icago, which has adopted the slogan, "The Convenient 
ik." The booklet has no title but an advertisement 
the front cover is headed "You Can Vote — Can You 
ik?" It is thoroughly illustrated, largely with photo- 
phs. The scope of the booklet is indicated by its sub- 

^dings which are as follows: 

|Safety First." 
To Hoard Cash is Not Patriotic." "How to Open a 
jcking Account." 

How to Deposit to Your Account." 
How to Deposit Funds by Mail." 
How to Draw Money." 

^Why— and How— to Pay Bills by Check." 
How to Check up Your Bank Balance With Us." 
Dur Women's Department Invites You." 
How Business-Like Women Make Their Money Earn 
?es." 

\re You Teaching Your Children Thrift?" 
Where to Keep Your Important Papers and Valuables." 
Roman's Truest Friend." 
355 



BANK ADVERTISING EXPERIENCE 

"What Might Happen to your Estate, and the Safe- 
guard/' is the finely embossed title which appears on the 
cover of a booklet recently issued by the Security Trust 
Company, Detroit. It is an unusually inviting-looking 
booklet and it is interesting and convincing in its treatment 
of the subject matter. It gives about a dozen actual 
cases of the superiority of trust company service, showing 
the loss and trouble arising from the use of less dependable 
service. It names the necessary qualifications of a com- 
petent executor and trustee as follows : 

Integrity, superiority, good judgment regarding invest- 
ments, knowledge of the law respecting trusteeship, execu- 
tive ability — all sustained without interruption. 

"Small Bank Accounts Invited" is the title of an espe- 
cially interesting booklet issued by Bigelow & Company, 
Bankers, 25 Pine Street, New York. Many banks do not 
care for small accounts, but this concern opens the doors 
to the small depositor who comes well recommended and 
is prepared to pay a small fee when his average balance 
falls below $200. 

The large embossed figures "$9,000,000" appeared on 
the cover of a booklet put out by the Peoples Savings & 
Trust Company, Pittsburgh, and all through the booklet 
in a very clever manner the size of that sum — the capital 
and surplus of the bank — is visualized by text and illus- 
trations, among the various ideas being the following: 

"9,000,000 paper dollars placed end to end would reach 
from Pittsburgh to Dallas. 

"9,000,000 silver dollars will outweigh two passenger 
locomotives. 

"9,000,000 silver dollars, placed in a stack, would be 
over fourteen miles high. This is nearly three times the 

356 



GOOD BANK ADVERTISING IDEAS 

height of Mt. Everest in India, the highest mountain peak 
in the world. 

'The U. S. Treasury advises us that an expert counter 
can count about forty thousand bills per day. 

"At this rate, it would take 225 days, or over 37 weeks of 
six working days each, for an expert government counter 
to count our capital and surplus of NINE MILLION 
DOLLARS, if it were in dollar bills. 

'This great amount of money is our depositors' added 
guarantee of safety. 

"Why not bank with us and secure this splendid measure 
of protection for your savings and checking accounts?" 

Reproducing Newspaper AlcIs. 

The idea of reproducing a bank's newspaper adver- 
tisements in booklet form is increasingly common. 
Among other recent examples are those of the Boston 
Safe Deposit & Trust Company and the Citizens National 
Bank, New York. The theory is that many a newspaper 
advertisement is too good to be condemned to the evanes- 
cent existence of one or two insertions in a daily news- 
paper. It is natural to want to preserve some of the best 
efforts along this line and a booklet is a suitable way to 
carry out this commendable idea. I should like to see an 
encyclopedia of some of the triumphs of the bank ad. 
writer's art. Perhaps sometime I may have an oppor- 
tunity to compile it myself. In the meantime, I refer 
my readers to such booklets as those mentioned above. 

Signed Advertisements 

The Yellowstone National Bank of Billings, Mont., 
is a good user of newspaper space. It has the names of 

357 



BANK ADVERTISING EXPERIENCE 




The Liberty National 

BANK 



Opens for Business Saturday. June 8th 
at 116 W. Campbell Avenue 



The only thing new about this bank is the name, and 
any one acquainted with finances will not need an intro- 
duction on their first visit to this institution, because here 
they will meet the officers, who are financial and business 
men old in the history of Roanoke's industries — men who 



This Financial Institution Is Based on Principles of The 

Highest Order and for This Reason Lays Claim 

to a Liberal Portion of Your Business 



fberty Natic 
i. a financu 



iSouthv 



: will do its part in 
ty. Its purpose, of 



-Roanoke. The Liberty Na- 
tional Bank; The Liberty National Bank, Roanoke. 

This bank will offer you every banking courtesy and 
convenience, and one of its desires is to encourage the 
small depositors who are just starting in the financial 
world. Its officers arc men who can look back on the past 
pf great men who started humble, but made that START, 
and by so doing attained success 

A bank that believe* in its principles, believes in Roa- 
noke and its people: believes that its policies can bring 
nothing but a greater tucceas for its founders and officers 
and its patreW 

Therefore, you are respectfully solicited to make a de- 
posit with this bank regardless of whether theamount is 
modes* or Urge. Beginning. June the 8th we are at your 



The Liberty National Bank 

1 1 6 W. Campbell Avenue, Roanoke, Va. 



Fig. 184. A good beginning 



different officers and directors 
signed to different adver- 
tisements. A clever safe- 
deposit advertisement, writ- 
ten by Henry M. Cady, reads 
as follows: 

"THE SMART BURGLAR 
always looks under the 
carpet, in the dark closet, 
behind the mantel, in the 
mattress, and in the cup- 
board for your hidden valu- 
ables. Don't be foolish and 
keep on using such places for 
insurance policies, bonds, 
mortgages and other prec- 
ious papers, when for a small 
outlay you have one of our 
steel safety deposit boxes 
that is water-tight, burglar 
and fire-proof and where 
your personal belongings are 
accessible to you alone at 
any time. Ask our Mr. 
Nickey about these boxes." 

Opening Announcement 

It is a strikingly effective 
advertisement which an- 
nounced the opening of the 
Liberty National Bank of 
Roanoke, Va. (Fig. 184). 

358 



GOOD BANK ADVERTISING IDEAS 



PILLARS OF STRENGTH THAT 
bespeak the character of the house 
within mark the entrance to 

The Northwestern 
National Bank 

C Forty-six years of conservative bank- 
ing built this institution and brought 
its resources to $71,000,000. 




Marquette Avenue, Minneapolis, Minnesota 



Architectural Features 

Even the pillars in 
front of your bank (if 
you happen to have a 
Greek temple style of 
architecture) can be 
made to tell an adver- 
tising story. See how 
The Northwestern 
National Bank has cap- 
italized that feature in 
a little ad. in "The 
Bellman" (Fig. 185). 

Free Service 

The Guaranty Trust 
Company, of New York, 
is "right on deck" with 
new ideas in its adver- 
tising. It advertises to handle some fiduciary matters 
for men in military service free. Another service adver- 
tised was a new banking convenience for Americans over- 
seas, consisting of a plan whereby the depositor of any 
bank or trust company which had made the necessary 
arrangements, could cash at the Paris office of the com- 
pany, and at numerous correspondent offices throughout 
France, his personal checks drawn on his bank in this 
country. 

Safe Deposit Idea 

That cut of the massive vault door in the advertisement 
of the National Copper Bank, Salt Lake City (Fig. 186\ 
is a weighty argument for using that institution. 

359 



Fig. 185. "Sermons in Stones' 



BANK ADVERTISING EXPERIENCE 




^Ae WILLS oF 
FAMOUS WOMEN 



Eleanora of Castile 

Pd "The Fa,Ih(ul ." QuMn of Ed 



ONEIDA COUNTY 
T FOJ S T • CO 

73&75GENESEE ST- UT1CA NY 
i ^Member of 'Federal 'Reserve 



Press Proofs on 
Bulletin 



tellers' 
lobby. 



One of an interesting series 

windows and 



A good idea for 
getting the most ben- 
efit from advertising 
is used by the Na- 
tional Union Bank of 
Maryland, Baltimore. 
It is a set of frames 
to carry press proofs 
of advertisements as 
they appear. These 
are hung over the 
over the public desks in the 



Calling Attention to Statement 

Calling attention to the bank's statement by means of 
a separate advertisement is a pretty good idea not often 
used. I am showing how this is done by The Pennsylvania 
Trust Company, Reading, Pa. 

Some Real Reasons 

Some good arguments on "Why You Should Have an 
Account in this Bank/' are given by the Bank of Glendale 
(Calif.) in this newspaper advertisement: 

That you may have money to 

— attain your ambitions 

— go into business for yourself 

— change employment if you wish 

— train yourself for the kind of work you like 

— buy, build or furnish a home 



360 



GOOD 



BANK 



ADVERTISING 



IDEAS 



— take advantage 
of bargains for cash 

—increase your 
education 

—travel and get 
more pleasure out 
of life 

—obtain social 
advancement 

—make profitable invest- 
ments 

— gain prestige and 
influenoe 

Intelligent Banking Service 

"Intelligent banking 
service," advertises the 
Fourth National Bank of 
Atlanta, "is based on three 
essential elements: 

"(a) Careful, definite 
study of the needs of each 
account; 

"(b) Real co-operation 
with the customer; and 

"(c) Thorough-going 
attention to details." 




Safety 



clients— Safely, Organize 



of Safctj 



The massive steel vaults of this bank an* 
fire-, flood- and e.arthquulce.proof Built of arj 
chrome aud Bessemer steel, , similar to that use 
mnst powerful battleship*, these vaults uffcrd 



The 






But Safety m banking is 



At The National Copper flank thcr» Is A ,"li 

Known as "llic bank with a strong diieotorate," 
institution offers patroni a complete bankiug berVK 
savings, invot-nieiHd ana ohecking 'accounts. 

Helping small depositors grow into big ones, 
counseling with r^storufrs regarding investments, 
among the important phases of Service rendered b, 
officers of this bank. 






NATIONAL COPPER BANK 




Fig. 186 
A weighty argument 



Removal Notice 

A bank's removal notice is quite an important adver- 
tisement inasmuch as it would lead to considerable 
inconvenience if customers and the public were not duly 
apprised of a change of location. How this situation 

361 



BANK ADVERTISING EXPERIENCE 



t?? Equitable TrustCompany 
of New York 

announces the 

removal 

of the offices heretofore located at 
Number 618 Fifth Avenue to the 
l^w Wanking %ooms and Safe 
"Deposit Vaults at the South East 

Madison Ave. 8C 45th Street 



CKAJHA11 
pSrj 



100 Million Dollan 



To Our Customers and the Public: 

THE CHATHAM AND PHENIX NATIONAL BANK 
of the City of New York announces that at the close of business 
this dav the location of its branch heretofore a* Greenwich an.l 
Warren Streets was duly changed to 395 CANAL STREET 
in the City of New York. 

THE PEOPLES BANK of the City of New York here- 
located at the last mentioned address, havinft gone into 

ly'the Chatham and Phenix National Bank and will !■<■ 

ic Chatham and Phenix National Bank offers to depositors 






Fig. 187 



Attractive branch removal notices 



was handled by two New York institutions is shown by 
the advertisements of the Equitable Trust Company and 
the Chatham and Phenix National Bank (Fig. 187). 

Photograph or Crowded LoLby 

A clear photograph showing a crowd of depositors in 
the lobby of the City Trust Company, Buffalo, N. Y., 
was reproduced on a card and mailed out as an adver- 
tisement by that company. 

Renting Safe Deposit Boxes 

Undoubtedly the most helpful matter I can reproduce 
is that which has proved to be resultful. In regard to the 
folder entitled "Safety Deposit Business" (Fig. 188), the 
First National Bank of Shelbyville, 111., said: 

"We have used this safety-deposit advertising matter 



362 



GOOD BANK ADVERTISING IDEAS 



with good results, 
sending it to pro- 
spective renters, espe- 
cially our customers 
in other depart- 
ments/ ' 

The form letter 
accompanying the 
folder reads : 

"Dear Friend: 

"Will you kindly 
give the enclosed 
folder your careful 
consideration? It 
may mean the saving 
of many dollars for you and 
knowing that your valuable 
At any time before June 1st, 
you with a commodious box, 
ring for fifty cents during the 

Hoping that we may be of 

W. S. 



A New Kind of Pride 

Bunks brag a good deal about growth in thrnr 
deposits. We have done our share of that kind ol 
bragging. Up to last June our deposits were grow- 
ing steadily. The increase was six and a half mil- 
lions in three years. Then we began our efforts to 
sell Liberty Loan Bonds for the government. Our 
Bond Department has since done little else. In our 
efforts wc did not try to spare our own deposits. 
Wc have sold the bonds during the year to 34,874 
people and it has been a, lost year in deposit build- 
ing. Wc are proud of the loss. Wc don't regard it 
as a loss. Rather wc regard it as one of those 
Canadians who were here for the Third Liberty 
Loan drive regarded the loss of his leg. "I didn't 
lose my leg. I traded it for a clear conscience " 

Capiti) jM^^aLw Interest on 



Indi; 



jFlttcfjer 



Checking Accounts 



§>a\rings anto Crust Company 

Will. Help You to Save Safely N. W Cor. Market & Penniylvsnij 



Unusual 

at least the satisfaction of 
papers are absolutely safe, 
we shall be glad to furnish 
two keys and a special key 
remainder of the year, 
service to you, I am, 

Very truly yours, 
Middlesworth, President/' 



SAFETY DEPOSIT BUSINESS 



4 Ii ii ih* MWlM WH-.ui Sll 



Fi E . 188 



363 



Old Banks 

A bank is different 
from a woman in that 
the older it gets the 
more fuss it makes 
about its birthdays I 
am reproducing a 
group of good adver- 
tisements (Pig. 189) 



BANK ADVERTISING EXPERIENCE 




Fig. 189 

A good bank birthday advertisement 



364 



GOOD BANK ADVERTISING IDEAS 

used on the 48th, 55th and 65th anniversaries respectively, 
of The Dexter Horton National Bank, Seattle; the First 
National Bank, New Haven; and the First National Bank, 
Brooklyn. 

Against Promoters 

Before it ceased its activities, the Capital Issues Com- 
mittee at Washington requested bank cashiers to help put 
unscrupulous promoters out of business. The committee 
was alarmed at the reports it had been receivingof the activ- 
ities of unscrupulous promoters and of salesmen of "wild- 
cat" securities. Many cases were reported where the 
holder of a Liberty bond was being persuaded to swap it 
for some highly speculative or worthless stock or bond. 

This is emphatically something to be combatted in the 
bank's advertising space, as well as by word-of-mouth 
advice over the bank counters and at the cashier's desk. 

The Bank s Location 

In large cities, the exact location of a bank and its 
branches is an important point to be brought out in the 
advertising. The Columbia Trust Company, of New 
York, handles that matter well in the reproduced adver- 
tisement (Fig. 190). 

Some Good Points 

There are some very good points for bank advertisement 
writers in this recent editorial in the Wall Street Journal: 

"What constitutes the strength of a bank is a question 
which is given considerable prominence by the agitation 
carried on in some quarters for bank amalgamation on the 
ground that only large banks will be able to extend to 
traders and manufacturers the facilities necessary to 
enable them to enter into successful competition with 
foreigners. In the popular mind the strength of a bank 

365 



BANK ADVERTISING EXPERIEN 



The four headquarters for 
COLUMBIA TRUST FUNDS 

for safe-guarding the money you have 




IN FINANCIAL 

DISTRICT 
60 Broadway 



Mr. Warren, Vice-President at OUT Down- 
town office, will be glad to explain a Col- 
umbia Trust Fund to you, A Columbia 
Trust Fund is simply money set aside 
uuder the protection of the Columbia Trust 
Company and invested to provide assured 
income for definite objects. 




IN SHOPPING 

CENTRE 

Ave.&34*St 



At our Mid-town office the man to s 
Mr. Dunn, Vice-President A Colm 
Trust Fund is a financial arrangement 
can enter into now. It prevents the d* 
ling away of the money you leave. 




IN HARLEM 
125* St& 

Lenox Ave. 



If more' convenient to come to our Harlem 
office, please ask for Mr. Burns. A Columbia 
Trust Fund can be made to fit your individ- 
ual needs— for example, to provide for the 
financing of your family through a peri< 



t years, uur cnarge for handling each 
ofumbia Trust Fund is very moderate. 




1NTHEBR0NX 
148*St.& 
Third Ave, 



Ate 

ready to talk with you. 

any other money may be set aside to form 

•» Columbia Trust Fund. We are bound 

by a written agreement to carry oat your 

wishes absolutely. 



r' you are llooking to the future and planning well 
ahead, we recommend that you give the matter of a 
Columbia Trust Fund earnest consideration. 

You will find any one of the above men glad to explain a 
Columbia Trust Fund to you in a very frank and informal 
way — of course, without obligation on your part. 



COLUMBIA 

TRUST 
COMPANY 



Member of Federal Reserve Syttem 



Fig. 190. Making location clear 



366 



lies in the volume 
its deposits, the f 
being entirely ff* ( 
gotten that depo 
constitute a bar 
liabilities, and, th* 
fore, can be no inc 
of its solidity or I 
lending power. (I 
might as well J 
that the financi 
position of an 
dustrial corpora! i 1 
grows stronger w lil 
the increase of 
accounts payabr 
since the deposits f 
a bank are equival 
to this item. 17 
fact is, a banlf 
credit, and con 
quently its lendi! 1 ^ 
power, is depend^ 
on the same thi 
factors as that of a 
corporation, name 
the . honesty a 
ability of its mana< 
ment, the amouj 
of capital, includi 
surplus and undiv 
ed profits, whi . 
its stockholde 



b 



BANK ADVERTISING IDEAS 



j.ve stak- 
t for the 
jOtection 
( . the in- 
vests of 



TRUST SERVICE AT THIS 



in order to render its customers a complete banking service, 
■"■ The National Park Bank has established a Trust Depart- 
ment to handle trust business of all kinds. 
■ Not only are the general banking facilities — commercial 
and personal — at the disposal of our customers, but we are 
also prepared to render the following additional services 

To Individuals — To Corporations — 

Care for property under living trusts, Act as trustee under corporate 

Care for securities temporarily or mortgages, 

permanently. Act as fiscal agent, registrar and 

Act as guardian for minors and transfer agent of stock and bonds 

Act as depositary under reorgani- 
zation agreement. 



We shall be pleased to have the 
opportunity of discussing with you 
how we can best serve your inter- 
ests in our Trust Department. 




THE 

NATIONAL PARK 

BANK 

OF NEW YORK 

ESTABLISHED 1856 

Resources over $250,000,000 



Fig. 191. A National Park Bank Ad. 

bank, or the amount of its working capital, 
term from corporate finance." 

A Change of Name 

A change of name is quite an important event in the 
'itory of a bank. It warrants a full page advertisement 
Jnouncing the fact— at least. The Union National Bank, 
the Union Savings and Trust Company, thought so. 



367 



BANK ADVERTISING EXPERIENCE 
Trust Company Advertising 

A good thought anent the corporate versus the individ- 
ual executor is contained in this advertisement of The 
First Trust Company of Lincoln, Neb.: 

How Old Is Your Executor ? 

In many wills, where individual executors are appoint- 
ed, time passes without the thought that each year your 
chosen executor is growing older. He may not be as 
capable in later life. His health may require his absence 
for a greater or less time or of course he may die. 

None of the above contingencies will occur if a Trust 
Company is named either as Executor, Co-Executor or 
Trustee. A Trust Company is constantly acquiring 
experience, which accumulates with age. 

We suggest that you revise your will and consult with 
our officers or your lawyer about the appointment of 
The First Trust Company. The expense of our service 
is never greater than that of an individual and your 
estate has the benefit of both efficiency and experience. 

"The Mountain Messenger 

W. H. Spradlin, cashier of The First National Bank of 
Huntsville, Tenn., writes: 

"Our bank had an entire change of management about 
a year ago. Located in a small village among the moun- 
tains, we have endeavored to introduce modern methods, 
and have adopted some of the systems of bank publicity 
used by the larger banks. A reference to the enclosed 
comparative statement may suggest that we have not 
been altogether unsuccessful. Apologies must accompany 
our house organ, as our local printer usually waits till 

368 



GOOD BANK ADVERTISING IDEAS 

the last minute, and does not afford us the opportunity 
of seeing a proof." 

1 'Mountain Messenger" is the appropriate title of thelittle 
four-page house organ. This little paper is absolutely 
unsyndicated, and every line of its contents is of local 
interest. For the benefit of other small- town banks I 
reproduce a few editorial paragraphs: 

"It will probably surprise many of our friends to know 
that we have nearly one thousand customers. Most of 
them are depositors, too. 

"On September 11th we had a call from the Government. 
This is a call, issued to all national banks five times a 
year, for a statement showing their condition. The call 
is always for a date prior to the date of the call. In this 
manner it is impossible for the officers and directors of a 
bank to 'juggle' figures and make the appearance of a 
national bank anything but what it actually is. 

"We are pleased to announce that our statement has 
been pronounced good. Our overdrafts are smaller than 
they have been for quite a while, and our past due paper 
reflects credit upon our people. Our deposits are a little 
above normal and well balanced. 

"Did you ever stop and think what kind of deposits 
a bank values most? Do you know that a bank had much 
rather have ten deposits of ten dollars each than one 
deposit of one hundred dollars? Well, this is the case. 
We have no large accounts which will be with us today 
and gone tomorrow. It is an easy matter for a man with 
one hundred dollars to withdraw it (perhaps at a time 
when you have it loaned out), but the ten men are hardly 
likely to get together and agree to all go over at once, 
and each draw his ten dollars. 

369 



BANK ADVERTISING EXPERIENCE 

"That is what counts largely for the strength of a bank. 
And that is what is called well-balanced accounts. That 
is why we welcome the small depositor. It is going to 
be our policy to calculate the amount of money we shall 
lend, based on the amount of SMALL deposits we have. 

"Do not ask us to let you overdraw your account. 
Many times we would be glad to do this, but, remember, 
you are just one of nearly one thousand, and a little here 
and a little there quickly amounts to a large sum, and WE 
are not permitted to allow overdrafts. If you need a 
little money and it is so we can lend it to you we will be 
glad co in the regular way — by note." 

A Big Trust Advertisement 

One of the noteworthy recent developments is the 
greatly increased advertising of trust business. I don't 
know whether the fact that national banks can now exer- 
cise trust functions has anything to do with it, but it is 
true that much larger space and stronger copy is being 
used by trust companies than ever before. In New York 
City the Bankers Trust Company, the Columbia Trust 
Company, the Mercantile Trust and Safe Deposit Com- 
pany, and others, are using large space and forceful copy 
on strictly trust functions. Recently the Northern New 
York Trust Company at Watertown, New York, put out 
a full newspaper page, headed "Insurance That Insures. 
Your Duty to Those Dependent upon You Does Not End 
When You Insure Your Life. Who After You Will 
Manage Your Affairs?" The argument contained therein 
is so good and may be so helpful to other trust company 
advertisers that I reproduce it in full as follows: 

"Most men realize their responsibilities. They know 
that those they support in life must be supported when 

370 



GOOD BANK ADVERTISING IDEAS 

they are dead; and they provide for that support by in- 
suring their lives. Unfortunately, the thought of most 
men stops there. With a capital of ten or twenty thou- 
sand dollars, a business man would feel no anxiety about 
an income. Hence he feels, without stopping to think 
about it, that his child, his widow, his aged parent, his 
infirm or incapable brother, would have no cause for 
anxiety with a like capital. And so he insures his life 
for enough to produce that capital and lets it go at that. 

'•'Capital, however, must be invested, judiciously in- 
vested, if it is to yield an income. Can the judgment of 
one who lacks the capacity to make money, be trusted to 
invest it? Not only will capital fail to yield an income in 
inexperienced and incapable hands, but capital itself is 
put in peril. Women and men lacking financial ability 
are easily imposed upon. The promise of a large rate of 
dividend or a high rate of interest seems to them in their 
financial ignorance, the most attractive of investments. 

''Judicious management is just as essential to reliable 
income as is capital itself. The Northern New York 
Trust Company is organized for the care and management 
of capital. Some of the most successful business men of 
our community are its directors. Its officers and employ- 
ees are chosen and educated for that particular purpose. 
Its capital is pledged as security for the good faith and 
honesty of its acts. Capital, under its management, is 
not only preserved; it is made productive. It will be 
caused to yield the best return that is consistent with 
safety. 

"Why not then place the life insurance money that 
must support your dependent ones in our capable hands? 
Why not, instead of going half way toward security for 
those you love, go all the way? Perhaps you do not know 

371 



BANK ADVERTISING EXPERIENCE 

how. In that event, let it be our pleasant task to show 
you. 

"We should appreciate a call from you. Then, if you 
care to tell us, in confidence, what you hope to accom- 
plish for your wife, your daughter, your son, your sister, 
your parents, through life insurance, we will tell you how 
you may surely accomplish it. 

"Others have found our advice of value. We believe 
you would profit by it. It is yours for the asking." 



The Foreign Department 

The group of advertisements of the First National Bank 
of Boston (Fig. 192) is part of a series being used to push 

the Foreign Department of 
that big institution. My 



town cmii iBUioD 

/"VJR Credit Department, 
^^ assisted by our Buenos 
Aires Branch and correspond- 
ents throitghout the world, is 
in a position to furnish ex- 
porters and importers depend- 
able credit information and 
reliable statements of foreign 
market conditions. 



The 

First National Bank 

of Boston 



fyanch at SuflWf zjirxs, c4rgtntma 



Commercial Service 

/"^UR Commercial Service 
^^ Departmefit, in connec- 
tion with the extension of 
foreign and domestic trade, 
will furnish merchants and 
manufacturers with informa- 
tion concerning trade condi- 
tions; and assist in obtaining 
reliable foreign representa- 
tives. You are invited to 
make use of our facilities. 

The 

First National Bank 
of Boston 

Capital, Surplus and Proha 






branch at c Buenoi <z4na. 



Fig. 192 
To develop foreign trade 



FOREIGN TRADE 

^"\UR Foreign Department, 
'^ assisted by our Buenos 
Aires Branch and extensive 
banking connections through- 
out the world, has adequate 
facilities for transacting your 
foreign banking business in- 
telligendy and efEciendy. 

Consult us regarding for- 
eign financial or trade trans- 
actions in which you are in- 
terested. 



The 
First National Bank 

of Boston 



'Branch at < Bmm*j vlira, c4rgentma 



Foreign Collections 

/~\UR Buenos Aires Branch 
^^ enables us to handle 
promptly and efHciendy col- 
lection items on the Argen- 
tine; and through our cor- 



don to give like 

such items in all parts of the 

world 

The 

First National Bank 

of Boston 

Capital, Surplus and Profits 

726.ooo.ooo 

Resources, £200,000,000 

kroner) at "Burntx c^trtt, c4rgfntina 



372 



GOOD 



BANK 



ADVERTISING 



IDEAS 



New Office in Spain 

The Anglo-South American Bank, Ltd., has further extended its excep- 
tional service for American exporters by adding to its list of branch 
offices one in Vigo, Spain. This office will be open about November 1, 
and will augment those already established in Barcelona, Bilbao and 
Madrid. 

With branches in four principal markets, the Anglo-South American 
Bank, Ltd., is in a particularly udvantageous position to assist American 
exporters in the extension of their business with Spain. 



only suggestion is that more interesting headlines would be 
an improvement, in my humble opinion. 

The advertisement of the Anglo-South American Bank, 
Ltd., (Fig. 193) is typical of a good deal of new foreign 
trade advertising which banks are beginning to put out 
in view of the re-establishment of the freedom of the seas. 
I am showing a big advertisement of the Anglo-South 
American Bank, Ltd., "Covering South America'' (Fig. 

194). The Irving 
National Bank, of 
New York, issues a 
graphic trade chart 
and commercial map 
of Latin-America 
which is very good, 
showing in easily 
available form, details 
concerning area, pop- 
ulation, imports, 
exports, facilities of 
transportation, com- 
munication, and 
commerce, elevation, distribution of products, rainfall and 
other forms of information relating to American trade. 

The Philadelphia Trust Company advertisement (Fig. 
195) is short and to the point. The illustration and the 
heading go well together. 

"When Prices Drop" in the advertisement of the Na- 
tional Bank of Commerce in New York (Fig. 196), has a 
rather pleasing sound in these times, and I am sure the 
advertisement attracted a lot of attention. 




Anglo-South American Bank, Ltd. 

New York Agency, 60 Wall Street 



Fig. 193. Ready for the new era 



373 



BANK ADVERTISING EXPERIEN 



Covering South America 



A Variety of Good Points 

Here are some miscellaneous good points noticed 
recent bank advertisements: 

'The Welcome Bank" is the slogan used by The Peoj 
Bank & Trust Company of Charlotte, N. C. 

The Oneida I 
tional Bank 
Utica, N.Y.,st£ 
in its newspa 
advertising tha 
has an Ital 
interpreter. 

The Natio 
Union Ban 
Baltimore, M 
recently heac 
one of its ad\ 
tisements, "Gc 
Business Nei, 
bors," and h 
was the neighbo 
talk which f 
lowed: 

"There are many merchants located all around us \* 
have not yet discovered what a 'good neighbor' we ar 
a human, friendly sort of bank rendering efficient co-< 
erative service. Our location at the very center 
Baltimore's retail and wholesale district makes us a n 
neighbor to scores of mercantile houses whose bank 
business we desire and to whom our modern service woi 
be helpful. Many of these business men and conce 
are now our customers. Some of them, indeed, have b< 

374 




THE CITIES 

tNDOOID 

SHOWTtE 

LOCATroW 

Of BRANCH 

OFFICES 



•"T^HIS graphic map s 
I it a glance the c 



Britain, France and Spain, 

other parte of the world. 
A Dew branch wu opened at 
Santa Crux, Southern Argen- 
tina, in September. 
With capital and reserves ol 

Anglo-South American Bank, 
Ltd., offers exceptional facili- 

and to financial institutions 
having no direct Latin- 
American connections. 



Writ* for BoMd 



Anglo-South American Bank, Ltd. 



Fig. 194. At home and abroad 



) D 



BANK 



ADVERTISING 



IDEAS 















REPRESENTING THE ABSENT 

A S Agent or Attorney in Fact, this company will assume duties and 
f\ responsibilities of a personal or unosual nature rendered necessary by 
■*• *• the conditions which now exist. 

Philadelphia Trust Company 

416 Chestnut Street 1415 Chestnut Street 

Philadelphia 

Henbt G. Brctou 

Vite-rre: i TrtOfUftr Secrtton, Tmtt Ofle*r' 
Hxitt 3tcw*«t JoBH C ffutici. Umirn tfrecni. 



;h us for generations. But we want more of these good 
dness neighbors to become depositors at our bank. We 
consider it a friendly, neighborly act to have you call 
d talk with us 
arding our mutual 
erests." 

Another Baltimore 
ik, the National 
change Bank, put 
>ersonal touch into 
ecent advertise- 
nt thus: 

'The National 

change Bank 

sires to express 

blicly its appreci- 

Fig. 195 

ation of the cor- 
dial reception 
given to its new 
vice-president,' 
Paul A. Seeger, 
as evidenced by 
the personal 
calls and the 
opening of num- 
erous and val- 
uable accounts 
by his many 
ends. It is our desire to do all in our power to make 
Bse new friends feel as much at home with us as our 

customers. 
"We also have the pleasure of welcoming a number of 




When Prices Drop 



"OEACE means readjustments in prices, wages and com- 
-■- mercial policies. The National Bank of Commerce in 
New York is ready at all times to discuss the effects of 
these changes on the business problems of its customers. 



National Bank. g£ Commerce 
inNewXark 

Capital, Surplue and Undivided ProHtt Over {45,000,000 



375 



BANK ADVERTISING EXPERIENCE 

new members to our board of directors and we are proud 
to publish the full list, in the belief that many others will 
find friends among them. 

"The officers and employees are anxious to do their 
utmost to maintain the standard of accommodation and 
fair treatment practiced in the past which the public has 
reason to expect from a bank with such sponsors." 

The Savings Bank, of Utica, N. Y., at the head of a 
banking-by-mail advertisement ran this paragraph: 

"Each year for ten years, H. P. Wright of Aberdeen, 
Md., has sent a silver dollar through the mails as a pres- 
ent to his sister, Mrs. Mary Fleetwood. On one side he 
puts her address and on the other a two-cent stamp. Not 
once has the gift been lost or stolen." 



Space forbids the publication of any more such ideas 
in this chapter, but it is the hope of the author that 
those which have been given will prove suggestive to 
bankers and bank advertisers. They are typical of what 
is being done along this line by thousands of progressive 
workers in the field of financial advertising. 



376 



